GA 4 360 customers gain increased parameter value character limit

Google this month announced Google Analytics 4 (GA4) 360 customers can now send string parameter values of up to 500 characters from web data streams. This increase from the previous limit of 100 characters provides greater flexibility in collecting data such as URL and UTM combinations, campaign names, product bundle names, and other custom and predefined values.

The change applies to GA4 360 properties only and does not affect standard properties, which will continue to adhere to the current limits.

Benefits of the Increased Limit

• Enhanced Data Collection: The increased parameter value character limit enables more comprehensive data collection, allowing for a more granular understanding of user behavior and campaign performance.
• Improved Campaign Tracking: With the ability to capture longer parameter values, advertisers can more accurately track campaign performance and attribute conversions to specific sources and campaigns.
• Enhanced User Insights: The extended limit facilitates the collection of richer user information, leading to deeper insights into user preferences, engagement patterns, and purchase decisions.

Google Analytics 4 360 is a premium version of Google Analytics 4 (GA4) that offers additional features and benefits for businesses that require advanced analytics capabilities.