Preview
What it is.
Google hands you the Analytics tools free of charge, and on most B2B sites that covers the whole measurement layer: where a visit came from, what it did, and whether it converted.
Google publishes the exact point where free runs out. A standard property gives you 25 event parameters per event, 50 event-scoped custom dimensions, 30 key events, 100 audiences and 200 explorations per user, and Analytics 360 raises each one.
What you get.
- Attribution from first touch to signup, so the channel argument has a source.
- Up to 30 key events per property, which is the free ceiling on tracked conversions.
- Audiences that push straight into Google Ads, capped at 100 on a standard property.
- A BigQuery export on the free tier, so raw events can leave the interface entirely.
How to set it up.
Create the property, install the tag through Google Tag Manager, and confirm events in the DebugView panel before trusting anything.
Agree your event names in writing before you start tracking, because a renamed event splits its own history.
Mark your conversions as key events, and keep the list short since a standard property allows 30.
Add custom dimensions only for fields you report on weekly, since the free tier allows 50 event-scoped ones.
Turn on the BigQuery export on day one, because it only holds data from the day it was enabled.
Build reporting in Looker Studio and leave Explorations for ad hoc questions, since exploration counts are capped.
Pricing Plans
Standard property
$0
30 key events, 100 audiences, 50 event-scoped custom dimensions
Analytics 360
Quoted
higher limits on the same features
Use cases
Channel argument with a source
Pull the path from first touch to signup before the next budget conversation.
Key event ceiling
Map your conversions against the free property's limit so nothing important goes untracked.
Audience push to ads
Build the audience once and send it to the ad platforms from the same property.
Best for
Standard funnel reporting
Traffic source through to signup, for a site with a handful of conversion points. The free tier covers this with room to spare.
Feeding audiences to Google Ads
Audiences built on site behavior push straight into Ads, which is the cheapest retargeting setup available.
Getting raw data out
The BigQuery export on the free tier means your event data can live somewhere you control, joined to CRM records.
Open the tool
Opens on Google in a new tab.