Earlier this year Google launched a data analytics suite named Google Analytics 360. It includes two rebranded data analytics tools and four brand new tools that are currently in beta:

  • web analytics for enterprises Google Analytics 360 (former Google Analytics Premium);
  • new data management platform Audience Center 360
  • new data visualization tool Data Studio 360
  • new tag management for enterprises Tag Manager 360
  • new landing page testing and personalization platform Optimize 360
  • attribution modeling tool Attribution 360 (former Adometry).

Google Analytics 360 Suite is based on the core Google Analytics (GA) technology GA is currently the most widely used web analytics service. Prior to Google Analytics 360 the product was called Google Analytics Premium. The Premium product was launched in 2011.

Standard vs Analytics 360

Google Analytics 360 is geared to those who need an enterprise level solution for web analytics data. They have outgrown the free version of GA and need the capabilities Google offers in 360. This is especially true for those who need to undertake a deeper analysis of website data and have higher traffic volumes. For example, if your website has slightly over 1 million monthly visits, with an average of 10 pages per visit, it will generate over 10 million hits. This volume will start to hit the limits in the standard version. The monthly hit limit in current Google Analytics 360 is 100 times higher: 1 billion hits versus 10 million.

Google Analytics 360

In standard GA, if your website traffic hits 500 thousand sessions, Google will select a ‘sample’ of your data to reduce processing time. This means your be looking at a subset of your traffic based on the trends detected in that sample set. Google Analytics 360 sets up 25M session limit before sampling your data.

What You Get With Google Analytics 360

Google Analytics 360 includes all the data points available in standard version of Google Analytics. This version provides a low level view of your data across other Google and non-Google sources. You can also customize your implementation to track performance and user activity with with up to 200 custom dimensions and 200 custom metrics. This is 10 times more than is available in the standard version.

Here are few example data points in GA 360:

  • Users data: user type, count of sessions, days since last session, user defined value; number of users, new users, new sessions, 1/7/14/30 day active users, number of sessions per user.
  • Traffic sources: referrals, referrers, campaigns, sources, mediums, keyword, ad content, social network, social source referral, campaign code; organic searches
  • Sessions: duration; number of sessions, bounces, bounce rate, duration of user sessions, average session duration, hits
  • Data from Google suite:AdWords, AdSence, Ad Exchange and DoubleClick Campaign Manager Data
  • Goal conversions: goal completions, goal completion rate, goal value, abandoned funnels and abandonment rate
  • Device and system info: browser, operating system, language, java support, flash version, screen colors and resolution, source property display name and tracking ID
  • Geo, timing and demographics data: location, age, gender, in-market segment
  • Social activities and social interactions: endorsing url, display name, social activity post, tags and etc.
  • Page tracking: hostname, landing page, exit page, page depth, page value, entrances, pageviews, time on page, exits
  • Content grouping: content groups, landing and previous content groups, content group views
  • Internal search: site search usage, search keyword, category and start page, result views
  • Site speed: page load time, page load sample, lookup, domain lookup, download, redirection and response time
  • App tracking and event tracking: properties about apps and events
  • Ecommerce: transaction data and revenue
  • and more.

Google Analytics 360 A Must For Data Driven Organizations

If you are a data driven marketer, Google Analytics 360 includes a comprehensive view of user activity, custom variables and unsampled data. This provide the cornerstone of advanced analysis such as attribution modeling. Access to the underlying data also allows you to perform data visualizations with tools like Tableau. Tapping into the 360 data can power advanced integrations with other marketing and advertising technologies to develop a fuller view of your customer.

In the next article we will cover how to access data within GA 360.

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