Google Analytics Property Types Compared 

 
 
Feature  Description  App + Web Property  Standard Property 

Reports 

Standard reports  Comprehensive pre-built reports  Limited  Yes 

Custom reports  Flexible ad-hoc reporting options  Yes  Limited 
Adjust attribution  Change the attribution model used for reports  Limited  No 
Audiences  For reporting and remarketing in Google Ads  Yes  Yes 
Filtering and Segmentation 
Permanent filters  For example, IP address, hostname, etc.  No  Yes 
Segmentation  Focus on particular sections of users  Yes  Yes 
Temporary report filters  Modify what is (and isn’t) included in reports  Yes  Yes 
Tracking 
Automatic tracking  For example, scroll, outbound links, etc.  Yes  No 
User ID  Send your own user ID to Google Analytics  Yes  Yes 
IP anonymization  Helps improve user privacy in reports  Required  Optional 
Cross-domain tracking  Track users across multiple domains  No  Yes 
Data Import and Export 
Integrate with Google Ads  Track conversions and create audiences  Yes  Yes 
Integrate with other Google products  For example, Google Search Console, etc.  No  Yes 
Data import  For example, 3rd party advertising cost data, etc.  No  Yes 
Google Data Studio connector  Create reports in Google Data Studio  Limited  Yes 
Raw data (​ with BigQuery)  Access raw hit data  Free  Paid 
 
 
Please Note​:​ Google Analytics App + Web properties are currently in beta. Features and limits can change without notice. 

 
Copyright © 2020 Loves Data Pty Limited www.lovesdata.com Version: September 2020 
 
Google Analytics Property Types Compared 
 
 
Feature  App + Web Property  Standard Property 

Limits 

Sampling in standard reports  Unsampled  Unsampled 

Sampling in ad-hoc reports  10M events  500K sessions (​ 100M in paid version) 
Monthly hit limit  Unlimited (​ currently)  10M (​ 1B+ in paid version) 
Data retention  Up to 14 months  Unlimited (​ with ‘do not automatically expire’ setting) 
Conversions ​(or goals)  30  20 (​ per reporting view) 
 

Wrap Up 
 
If you’re already using a standard property or you’re looking to track your website for the first time – my 
current recommendation is to implement an App + Web property and a standard property 
simultaneously. This unlocks all of the reporting options available in Google Analytics and gives you 
access to the latest features. 
 
And when you’re ready to learn more about Google Analytics, Google Tag Manager, and other important 
tools, join me in my courses. You can find details at h
​ ttps://lovesdata.co/UNA2p   
 
– Benjamin 
 
 
 
 
 
 
 

 
Copyright © 2020 Loves Data Pty Limited www.lovesdata.com Version: September 2020