What's the Google Analytics Hit Limit?

Once your site starts to reach the Google Analytics hit limit of 10M hits per month, you will have to start paying for Google Analytics 360 (GA360). Google will notify you if your account has reached its limit. The message will look something like this:

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.

What is GA360?

GA360 is the enterprise-level version and is a much more powerful platform than the free version. Besides the removal of the sampling effect (your site 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 GA360
  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

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 the Property Settings section. 

Google Analytics Property Hit Volume

What's the difference between a Hit and a Billable Hit?

A hit is 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 behaviour (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 that have been processed by Google Analytics. If you are a customer of GA360, you are being charged based on a billable hit volume

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

  • Pageviews
  • Screenviews
  • Events
  • Ecommerce (including Enhanced e-commerce)
  • Social
  • User timing
  • Exceptions

Billable GA360 hit limit calculations

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 GA360 hit limit calculations:

  • A Roll-Up Property is a special type of property for GA360 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 in 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 in 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 the billing. 

To Wrap Things Up

Internetrix is an award-winning Australian data and technology company that has been a Google Partner for over a decade! 

We hope you have found this blog helpful, and as always, if you have any questions about GA360 or any other products within the Google Marketing Platform, please get in touch to book a call with our Google experts.