GA4 limits are something you need to be aware of so that you don't end up getting frustrated when things don't seem to work as expected. This blog post will keep track of those limits and clarify them as required.
Keep in mind as GA4 evolves this document will evolve as well. If you do find some outdated information then please do let us know.
Collection limits
The Source of this information is https://support.google.com/analytics/answer/9267744?hl=en
Please note that analytics does not log events, event parameters, and user properties that exceed the following limits.
For detailed information about the error events that Analytics logs when you exceed the following collection limits, see Analytics Error Codes.
| Logged item | Limit | Can I delete items if I'm close to the limit? |
|---|---|---|
| Distinctly named events | 500 per app instance (app)
Automatically collected events, like first_open and in_app_purchase, and events you collect via enhanced measurement do not count toward the limits. |
No |
| Length of event name | 40 characters | N/A |
| Event parameters per event | 25 event parameters | Yes |
| Length of event-parameter name | 40 characters | N/A |
| Length of event-parameter value | 100 characters | N/A |
| User properties | 25 per property | No |
| Length of user-property names | 24 characters | N/A |
| Length of user-property values | 36 characters | N/A |
| Length of User-ID values | 256 characters | N/A |
Configuration limits
The Source of this information is https://support.google.com/analytics/answer/9267744?hl=en
| Configured item | Limit per property | Can I delete items if I'm close to the limit? |
|---|---|---|
| Audiences | 100 | Yes |
| Conversions | 30 | Yes |
| Custom insights | 50 | Yes |
| Funnels | 200 | Yes |
| User-scoped custom dimensions | 25 | Yes |
| Event-scoped custom dimensions | 50 | Yes |
| Event-scoped custom metrics | 50 | Yes |
| Registered custom conversion events | 30 | Yes |
| Data retention | Up to 14 months | N/A |
| Explorations | 200 created per user
500 shared |
Yes |
| Explore sampling limits | 10M events per query | N/A |
| Ads links | 400 | Yes. You can also consider using a Google Ads manager account and linking to that account instead of to individual client accounts |