Capabilities and limits
What every project can do, and the numbers that bound it. Each number is enforced in the product; the docs' own tests read most of them from the code, so this page and the product cannot drift apart. What the collector accepts, event by event, is on Collector limits.
Projects and kinds
| What | Detail |
|---|---|
| Projects | Unlimited, on every plan |
| Kinds | A website, a browser extension, or an app: mobile, desktop, server or game |
| Every kind gets | Events, goals, funnels, journeys, retention, locations, devices and languages, CSV export and MCP, and versions once a version is sent |
| A website adds | Pages and entry pages, sources, referrals and campaigns, visits, bounce rate and visit duration |
| An extension adds | Installs and uninstalls, in Chrome, the other Chromium browsers and Firefox |
| An app adds | Screens and first screens |
A website and an extension are measured by their SDKs; an app sends its events over HTTP, with no SDK (see Install in an app).
Reports
| Report | What it does | Bounds |
|---|---|---|
| Goals | An event, an event with one property, or a page or pages under one, with conversions, completions and conversion rate, and an event goal's revenue in one currency | Up to 20 a project. A new goal counts from the last 90 days. Revenue from fewer than 5 conversions is withheld |
| Funnels | Goals in order, and how many visitors carried on at each step | Up to 10 a project, each of 2 to 8 steps, within 1 hour, 1 day or 7 days |
| Journeys | What visits do in sequence, from the start, after a step, or before one | 3 to 8 steps, 3 to 10 rows a step |
| Retention | Weekly cohorts by first visit, and how many came back each week after | Needs one full week |
| Sources | Channel, source, medium, campaign, content and term, with visits, bounce rate, duration and a goal's conversions | One source per visitor a day, the first seen |
| Locations | Countries, and regions in 21 of them | |
| Devices | Browser, operating system and device type, by family | Never a version |
Every report takes a range of 7, 30 or 90 days, 12 months, all time or custom days, and every filter, and compares the range with the one before it.
How long what is kept
| Data | Kept | So |
|---|---|---|
| Daily visitor counts, by every dimension | Indefinitely | Visitor figures cover any range |
| Daily event totals | Indefinitely | Unfiltered event counts cover any range |
| Individual events | 90 days | Funnels, journeys, visitors per page, and event counts under a filter cover the last 90 days |
| An account with no plan | Removed 60 days after its trial or subscription ends | Projects and write keys stay |
Privacy floors
| What | Detail |
|---|---|
| Funnels and journeys | A step or a move reached by fewer than 5 visitors is withheld, never shown as a number |
| Visits | Fewer than 5 visits shows the count only, with no bounce rate or duration |
| Identity | Nobody is identified: one visitor is one browser's random identifier, for one project |
Plans
| What | Detail |
|---|---|
| Events a month | 100,000 to 5,000,000, by plan. See Plans and usage |
| Features | Every plan has every feature |
| Warnings | Admins are emailed at 80% and 100% of the plan |
| Over the plan | Collection carries on to 120%, then pauses until the next month |
| Rate | 50 events a second per project, bursts of 500 |
People and access
| What | Detail |
|---|---|
| Members | 5 an account during the beta, as Read, Write or Admin. See Members and roles |
| Access tokens | Up to 10 a person in each account, each expiring in a week, a month or 6 months |
| AI assistants | Through MCP, with a token: the totals the dashboard shows, projects created, and goals and funnels created or changed. Never raw events or identifiers. See Connect an AI assistant |
| Exports | Every report table as CSV, by anyone who can read it; the raw events of the last 7, 30 or 90 days by an Admin, with identifiers replaced |
Emails
| What | Detail |
|---|---|
| The weekly report | Monday mornings, in the account's time zone, for each member who turns it on |
| The no-events alert | When a project that was receiving events stops for 24 hours, and when events return |
| The traffic-spike alert | The day a project's visitors reach twice its usual day over four weeks, and at least 100; once a day at most |
Both are chosen by each member for each account, on Account → Notifications.