How much does Google Analytics 360 cost? In this article today, we will take a look at the very topic of the price of the extended version of the most popular online data analytics tool – Google Analytics 360. Many companies considering purchasing a license of the paid version of this tool are afraid of high, unreasonable costs. However, it is worth taking a closer look and understanding how much it is and how to calculate the real price of the license. To begin with, however, you should consider whether, in your particular case, this particular investment will be the right solution.

When should you consider investing in Google Analytics 360?
How to calculate your Google Analytics 360 price?
What is included in the price of a Google Analytics 360 license?
Summary

When should you consider investing in Google Analytics 360?

Before answering the question of the price of Google Analytics 360, it is important to answer whether you really need an upgraded version of Google Analytics. Looking through the lens of our current clients, we note that companies using the paid version of this tool generate at least 5 million in net revenue per month. This immediately suggests that it’s an option aimed more at large organizations, operating with large amounts of data (high levels of website and/or mobile app traffic and a high number of events).

#1 Big number of events

As a first step, you need to analyze the limitations that Google Analytics 4 has. One of them is the one related to Google BigQuery. The free version of Google Analytics 4 is capable of sending a maximum of one million events per day to Google BigQuery. When determining the number of events, consider the number of users and the number of pages they visit. Going further, we come to the number of interactions they perform, such as clicking on page elements, scrolling through the page or playing videos.

In addition, we should add to this the events from the mobile app, where users are definitely more engaged and mostly generate more activity than in the case of the web app. After a thorough analysis of the number of events, ,it may turn out that the limit of one million events per day is insufficient, which is a clear signal to consider investing in a paid version.

#2 Internal analysis teams’ needs

As mentioned at the beginning, most often it is the larger companies that invest in Google Analytics 360. They often have specialized teams or at least dedicated people responsible for analytics. These experts are responsible for analyzing the data, presenting it, drawing conclusions and making recommendations based on the information gathered.

The presence of such people or teams indicates that there are probably defined processes in place, which include campaign optimization or reporting and conversion rate optimization activities. This makes analysis systematic and allows for effective data-driven action.

The presence of specialists makes the limitations of the free version of Google Analytics quickly become apparent in the course of analysis. This happens especially when we want to track user activity in more detail and segment data at a more detailed level than we currently do. Limitations related to data sampling, thresholding or other mechanisms that do not show the full picture of the data then become apparent and troublesome.

This is the second of the signals prompting companies to invest in Google Analytics 360 – the moment when a company needs to conduct advanced analysis on large data sets. To achieve the desired effect, the paid version becomes crucial, as it provides much more opportunities for detailed analysis of the collected data.

#3 An extensive ecosystem of sites and services

Another important reason to consider purchasing a Google Analytics 360 license is the expanded ecosystem of sites and services. In the previous version of the tool, Universal Analytics, there was a clear account structure that included a service with customizable views to help organize data. Unfortunately, in Google Analytics 4, the structure of the time has been abolished. This does not mean, however, that Google Analytics 360, does not offer facilities for managing complex data ecosystems.

The implementation of functionalities such as subproperties or roll up properties is becoming crucial for the effective management of a large ecosystem of sites and services in the new version of Google Analytics. Thanks to them, we can isolate a specific part of traffic within a single service, (e.g. for a specific product category or a given graphical market), which significantly facilitates data analysis. Subproperties thus allow better segmentation, while roll up properties allow aggregation of data into a single aggregate account.

An extensive analytics ecosystem is the third reason why a company should consider investing in Google Analytics 360. For extensive ecosystems of sites and services, the paid version of the tool is a key component for effective data management and valuable insights.

#4 Service Level Agreement (SLA)

The fourth key factor for companies to consider investing in Google Analytics 360 is the requirement for a service level agreement (SLA). If you haven’t encountered the previously mentioned limitations related to traffic, data analysis or ecosystem structure, it’s worth considering your current SLA. This is especially important for large corporations with international reach that require certain security standards to be met.

A service level agreement ensures that data is collected and processed in a way that guarantees security, which is especially important for businesses that operate on a large scale. It is worth noting that only the paid version of Google Analytics 360, meets these requirements one hundred or almost one hundred percent.

How to calculate your Google Analytics 360 price?

When considering the purchase of a Google Analytics 360 license, one of the first questions that arise is the price of the license itself. There are various myths circulating on the market, especially since we are currently dealing with a period of changes in analytical tools (migration to Google Analytics 4 and its appropriate configuration), which also affects changes in the price list. Compared to the earlier version (Universal Analytics), the current pricing depends on several factors that I discussed in detail earlier. As a reminder, these are:

1. number of events, 
2. internal analysis teams’ needs,
3. level of extensiveness ecosystem of sites and services

The actual cost of the license is the result of these three elements, with the number of events generated being a key factor.

It is worth noting that using subproperties and roll-up properties, we define categories of services, the main one of which we will call the source service. By creating subproperties (equivalent to views in Universal Analytics), the number of events from the source property is increased by 50% for each individual subproperty. For example, if we have 100 million events in the source service and four subproperties generating 25 million events each, then we have a total of 100 million from the source service and 50% of 100 million from subproperties (4 * 25 million), giving a total of 150 million events. We should be guided by this value when determining the price level.

The case is similar in terms of the dependence of the price on the roll-up properties used. They are especially useful when the company has more than one source service (where each of them corresponds, for example, to individual products, brands or geographical regions). By creating a roll-up property, we will obtain an aggregated view of data from selected source properties. Its (or their) use will also affect our Google Analytics 360 license price – events generated in the roll-up property are defined as 0.5 of the event generated in the services. Using an example analogous to the above: if we have 100 million events in the roll-up property and four source services generating 25 million events each, then in total we have 100 million from the source service and 50% of 100 million from source services (4 * 25 million ), giving a total of 150 million events. We should be guided by this value when determining the price level.

Roll-up property –  – calculating sum to be billed

The price, or rather the level of the price list we enter, will depend on the number of generated events, changing every next million. The more traffic we generate, the lower the increases in price thresholds for each additional million events. The price increase is therefore inversely proportional to the level of generated events (as the number of events increases, the price increase rate decreases).

Based on our experience, we can say that its average monthly cost ranges from 3-4 thousand euros. Of course, this is an average, and the price in specific cases depends on the factors discussed earlier.

What is included in the price of a Google Analytics 360 license?

What value, apart from the tool itself, will we receive in the price of the Google Analytics 360 license?

1. Lack of many restrictions imposed on us by Google Analytics 4, resulting in the possibility of more precise analysis of collected data, and support of a dedicated license manager.
2. At Conversion, we have noticed that companies often have problems with the effective use of the possibilities offered by Google Analytics 360. That is why we have created a GA360 license management process in which the customer, in addition to the license itself, receives:
   – product webinars once a quarter, thanks to which the company is up to date with new tools and cases of their use,
   – expert consultations with a person with at least 4 years of experience in the industry, thanks to which the company is able to obtain solutions to most data-related problems in one meeting,
   – feedback sessions, thanks to which the company has suggestions on how it can better use GA360 data,
   – care of an experienced internet analyst who carries out analyzes commissioned by the client’s business departments or supports the analytical department in providing data.

This is crucial for us, because when purchasing this type of tool, the question often arises about the return on investment. The answer is simple – it will be zero if you do not take action based on the collected data and do not use it to make decisions. In this area, we also provide support from an experienced team.

Summary

To sum up, the question about the price of Google Analytics 360 can only be clearly answered as follows: it depends. It depends mainly on three key factors: the number of generated events, account structure and the use of subproperties and roll-up properties. Additionally, the region in which you want to purchase the license also affects the final price, although it is usually the least variable factor. In our experience, the monthly cost of a license is usually in the range of 3-4 thousand euros. If you have more questions about purchasing a Google Analytics 360 license, contact us and arrange a free consultation with our specialist.

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