Google Analytics (Analytics 360) Billable Hits

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Google Analytics is a fantastic product and you can't beat the price which is FREE.

However, once your business grows enough Google may politely ask you to start paying for its analytics platform. You will know what I mean if you have seen either of these messages in your Google Analytics Account or inbox:

Action Required. Your Google Analytics Property, UA-XXXXX-XX, has Exceeded Its Data Limit

Warning! You are exceeding our limit of the allowed volume of 10M hits/month to this property, as outlined in our Terms of Service. If you continue to exceed our hit limit, you will lose access to this data. Learn more about possible solutions.

A paid version of Google Analytics, Google Marketing Platform Analytics (formerly Analytics 360 and before that Google Analytics Premium), is a much more powerful platform than the free version. Besides an obvious removal of the sampling effect (which you may start experiencing well before you hit the threshold between the paid and free version), it is much faster and full of additional features such as higher limits:

  • BigQuery Export,
  • Data-Driven Attribution,
  • Custom Funnels,
  • Query-Time Dimension widening,
  • Roll-Up Reporting,
  • Custom Tables,
  • Unsampled Reports,
  • SLA Support and more.

 Once a large increase in data volume is being sent to your Google Analytics account you may need to start getting serious about your analytics. So if this happens to you, what are your options? 

Google Analytics 10M Hit Limit: What are my options?

  1. Upgrade to the Google Marketing Platform Analytics (formerly Analytics 360 and before that Google Analytics Premium)
  2. Send fewer hits - one way to do this is by implementing client-side sampling
  3. Upgrade app tracking to Google Analytics for Firebase. Apps can generate a lot of events and Firebase Analytics (which could possibly be merged with GA in the future) might be a cheaper but less convenient option

Internetrix can help you to seamlessly implement either of these options so give us a call if you need a hand.

Should you choose to upgrade your Google Analytics, the amount you pay will depend on the number of hits sent to Google Analytics. However data storage (within Google Analytics) is free.

You can find your current hit volume in your Google Analytics Admin interface under Property Settings section. 

Google Analytics Property Hit Volume

Google Analytics Property Hit Volume

What is a Hit and what are Billable Hits

Hitis a single piece of data being sent to Google Analytics. An example of hit could be a pageview, virtual pageview, event, timing, social, transaction, etc. Each time the tracking code is triggered by a user’s behavior (for example, a user loading a page within a website), Analytics records that activity. Each interaction is packaged into a hit and sent to Google’s servers.

Billable hits - are hits which have been processed by Google Analytics

If you are a customer of Google Analytics 360 - you are being charged based on a billable hit volumeGive us a call if you’re interested in finding out how much Google Analytics 360 / GMP would cost you. 

All of the following Google Analytics hits are considered to be billable:

  • pageviews
  • screenviews
  • events
  • ecommerce (including Enhanced e-commerce)
  • social
  • user timing
  • exceptions

Hits are processed differently based on a type and a situation, and will not necessarily match the sum of all hits reported in the unfiltered View. The following factors affect Billable Hits calculations:

  • Roll Up Property - a special type of property for Analytics 360 customers that combines hits from other properties and distributes only half of the received hits into the Billable Hits volume
  • Sessions with over 500 hits (and/or users with more than 200,000 hits per day per user) may not be visible in the Google Analytics Portal and not available via API. These will still count towards Billable Hits as they have been processed
  • View Filter may result in hits not being included into the View (for ex.: your internal traffic or referral spam) and therefore are non-reportable, although are still billable
  • User Timings and Site Speed hits are sampled during data processing, so not all of the sent hits are reported. These  are still included into Billable Hits
  • Delayed hits sent after 4 AM the day after tracking are not reported, but again are billable. You may find a significant amount of such hits coming from your apps

Analytics collects Site Speed hits for ads landing pages when the property is linked to Google Ads and the incoming URL includes the gclid parameter. These hits are not reported in the UI and are not included in billing. 

Other Google Analytics [360] Limits and Quotes are explained in details in my previous post.


Want to know more about the specifics of Google Analytics? Internetrix has been a Google Marketing Partner (previously Google Analytics Certified Partner) since 2007 and offer expert knowledge and servicing on Google Analytics products. Get in touch with us today if you any further questions regarding Google Analytics.