Google Analytics

Google Analytics Limits: 10m Hits, What to Do Next?

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Your data volume (xM hits) exceeds the limit of 10M hits per month as outlined in our Terms of Service. If you continue to exceed the limit, you may lose access to future data.

Did you receive an email like this from Google? Don’t panic, you are not under scrutiny, yet. By sending you this email, Google wants to upsell you to the premium version of the Google Analytics called Google Analytics 360. Let’s unravel this message to better understand the reason.

What’s the 10M Hit Warning?

If you go through Google Analytics Terms of Service, you will see Google allows free Google Analytics services to sites under 10 million hits per month per property.

What is a hit? Each user interaction with the publisher’s site results in a hit. For instance, a user clicking on your site’s URL, it’s a hit. If the same user clicks on another link on your site, that’s another hit. Similarly, a pop-up appearing on your screen and user clicking on it to close/accept is also a hit.

What’s a property? A property can be a website or application with a unique tracking ID used to track user interactions in Google Analytics. One GA account can hold more than one property with different tracking IDs.

How to check the hit rate?

To check the hit rate of your property (site), launch Google Analytics. Go to Admin > Property Settings. Scroll down to check Property Hit Volume.

Here’s what it looks like:

Adpushup hit volume

If you are exceeding the 10M hit number, then you will also see a warning under the hits asking you to update the Analytics subscription.

How Can I Get Rid of this Error?

Once you reach the 10 million hit rate, the free version of Google Analytics is not for you. You’ll need to upgrade to Google Analytics 360.

But, Why Does Google Want You to Get Google Analytics 360?

So far, you’ve used GA for free which enabled you to track the users on your site. However, once you cross the 10 million number, Google asks you to get the premium version. This is because a website getting this much traffic consumes a lot of resources to keep track of the incoming traffic.

In response to this increased resource consumption, Google asks the publishers to get the paid version of Google Analytics.

Google Analytics 360 also comes with a new dashboard with better reporting when compared with Google Analytics Standard (discussed later).

But can a publisher refuse to subscribe to Google Analytics 360?

No. After reaching 10M hit, publishers must get the premium version of GA. Otherwise, Google will stop its Analytics services for the publisher’s site.

Alternative options: You can try reducing the number of hits (data) collected by GA. For instance, you can exclude hits via certain channels and responses on a few webpages. You can also move to open-source analytics tools like Snowplow Analytics to manage and analyze data the way you want.

Features of Google Analytics 360

Publishers can enable Google Analytics 360 subscription at $150,000 per year. However, the price can vary depending on the services added by the publishers. It’s recommended to contact Google to get the exact subscription amount.

Google Analytics 360 is much more than just an increased cap on data processing. For starters, it offers all other products under the Google Marketing Platform.

Google Marketing Platform
Source: Google Blog

Here are some features of Google Analytics 360:

  • 24/7 support along with a dedicated account manager for publishers with premium accounts.
  • Real-time data of the user activity and respective graphical representation.
  • Connect Google Analytics with Display & Video 360, Google Ads, AdSense, AdMob, and Ad Manager.
  • Audience sharing enables publishers with direct user insights like source, medium, device type, conversion goal status and more.

Google Analytics 360 can be accessed by getting the Google Analytics 360 Suite. The suite comprises:

  • Google Analytics 360 Suite Home: A dashboard to manage all GA360 services in one place.
  • Google Analytics 360: Analytics tool to check audience engagement with your site.
  • Google Attribution 360: Model cross-channel, cross-device attribution that focuses on ad impressions and ad clicks.
  • Google Audience Center 360: Optimize user data by creating audience lists and use existing data to build new audiences.
  • Google Tag Manager 360: Use an enterprise workflow to manage web and app tags from a single interface.
  • Google Optimize 360: Experiment with the content and ad placements for better revenue and personalize it for different audiences.
  • Google Surveys 360: Create online surveys and customize them.

What Are the Other Google Analytics Limits Imposed by Google?

There is always an upper limit set to the data processing when using Google Analytics. Here are some of those limits:

  • 10 million hits per month per property
  • 20K hits per user per day
  • 500 hits per session
  • 100 user accounts per login
  • 50 properties (websites, apps) per account

These limits can cause problems for publishers with a huge site/app traffic. However, in such a case, you can contact Google and upgrade your account.

If you currently have good site traffic which will soon reach the 10M hits number, then it’s time for you to start preparing for the GA360 upgrade. And with that much traffic, you would probably require the support of GA360 to understand your users better.

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