Google Analytics 360 pricing and Google Analytics 360 cost, with GA4 360 pricing against Amplitude, Mixpanel and PostHog

Google's own billing documentation describes the model in two parts. Analytics 360 for GA4 properties carries a fixed base fee, which includes the first 25 million events each month. Above that, a variable per-event fee applies, broken into volume tiers, and the cost per event falls as monthly volume rises.

That shape matters more than the headline. The base fee is a floor. A property sending 6 million events a month pays the same base as one sending 25 million, so 360 is poor value for a property that only needs the higher limits and not the volume. Above 25 million the marginal cost is low: at the reseller calculator's $17.50 per million, doubling from 25 to 50 million events adds about $5,250 a year.

Google also gives admins a way to see the bill before it arrives. Organization and billing admins can switch on a usage preview that shows total events, billable events and a preview of the monthly billable amount on the GA4 360 structure. Google notes that the preview shows standard rates, which may vary by market, so it is a planning tool rather than a quote.

Google bills every event collected while a property is set to 360, with three exceptions: user engagement events, spam and hidden system events. That exclusion is worth checking in your own property before any negotiation, because user engagement is one of the events GA4 collects automatically on every site, and it does not count toward the bill.

Two things push the billable count up. Every event pushed into a subproperty or a roll-up property is processed again and billed at half an event, so 100 events collected once and copied into one subproperty bill as 150. Events you filter out of a subproperty are not charged. And GA4 collects page views, scrolls, outbound clicks and session starts automatically, so a busy website generates far more events than a product team's curated tracking plan would, which is the first reason 360 and product analytics quotes are hard to compare line by line.

The upgrade buys limits, not new reports. Google's standard versus 360 comparison lists the differences, and they are large.

Explorations sample above 10 million events per query on standard and above 1 billion on 360, and 360 adds unsampled explorations on a daily token allowance. Data retention goes from a maximum of 14 months to a choice of 2, 14, 26, 38 or 50 months. The BigQuery daily export goes from 1 million events to billions. Event-scoped custom dimensions and metrics go from 50 to 125 each, event parameters from 25 to 100, key events from 30 to 50, audiences from 100 to 400, calculated metrics from 5 to 50, and Data API quotas from 200,000 tokens a day to 2 million.

360 also adds subproperties and roll-up properties, and service level agreements that only apply once the account is on a 360 contract. If none of those limits is blocking you today, the fee buys headroom you are not using.

The table above prices four event volumes on each tool. Three results stand out.

At 10 million events a month, 360 costs $50,000 a year and every rival is far cheaper: Amplitude Plus is $6,912 on its own published annual ladder, and PostHog is $12,960 with identified events or $3,893 without. At that scale, paying for 360 only makes sense if you need the BigQuery volume, the retention or the Google Ads and Marketing Platform integrations.

At 25 million events, the volume the 360 base fee is built around, PostHog comes to $27,060 a year with identified events, Mixpanel no longer sells a self-serve plan, and Amplitude stops publishing rates. At 100 million events, 360 at about $65,750 on the reseller rate sits next to PostHog at $68,550 with identified events. That is the crossover: 360 is the expensive choice for a mid-size property and a reasonable one for a very large one, provided the reseller's overage rate holds in your quote.

These tools are not interchangeable. 360 is built around acquisition, campaigns and the Google ads stack. Amplitude, Mixpanel and PostHog are built around logged-in users and what they do inside a product. Many companies that buy 360 still run a product analytics tool beside it.

Mixpanel's pricing page caps its self-serve Growth plan at 20 million events a month. Above that, the only option is Enterprise, which is quoted. Amplitude's published annual ladder for Plus also ends at 20 million, at $15,120 a year, although the plan itself scales to 70 million events.

So the volume at which Google Analytics 360 starts to be good value, 25 million events and up, is exactly the volume at which two of the three alternatives stop publishing prices. From there, a buyer comparing 360 against Amplitude or Mixpanel is comparing three quotes, and only PostHog still prints a rate that can be checked. Vendr's data gives the rest of the picture: a median Amplitude contract of $64,724 a year across 237 deals and a median Mixpanel contract of $38,716 across 189 deals. Vendr publishes no Analytics 360 figure we could find.

Buy through Google or through a Google Marketing Platform sales partner. If you buy through a partner, Google's documentation says the partner performs the upgrade or downgrade of the property, so choose the partner as carefully as the product. Partners typically bundle implementation and support services, and those services are priced separately from the license.

Before the first call, switch on the usage preview in Analytics and read your billable events for a full month, then subtract any subproperty copies you do not need. Ask for the base fee and each per-event tier in writing, ask how events copied into subproperties and roll-ups are counted in your quote, and ask what happens to the rate if your volume grows mid-term. Ask what the downgrade path is too: Google says a property moved from 360 back to standard is immediately subject to standard limits, so retention and custom dimensions above the standard caps need a plan before renewal.

Analytics 360, Amplitude, Mixpanel and PostHog all count what people do. None of them reads the support tickets, app store reviews and survey comments where customers say what is wrong, and ties those complaints to the usage data.

UserInsight does that part. It groups every piece of feedback into themes, counts the customers behind each theme, and links each one to what those customers do in the product, so a drop in a GA4 or Amplitude chart comes with the reasons attached. It runs alongside whichever analytics tool you keep, and plans start at $119.50 a month billed annually.