Google changes this often and I'm having a hard time finding it in the GA documentation.

What are the limits for custom variables and advanced segments?

Are they specified at the account, property, or profile levels in Google Analytics?

2 Answers 2


The limitations to your question are as follows:

The total combined length of any custom variable name and value may not exceed 128 characters.

Note: Google Analytics Premium accounts have 50 custom variables available.

I hope this answers your question completely. Best wishes!

  • How many does a non-Premium account have?
    – Baumr
    Commented Jun 12, 2013 at 22:35
  • This explains the limitations of non-Premium accounts: customreportsharing.com/topic/…
    – dvnkiss
    Commented Jun 12, 2013 at 22:46
  • On that site, the limit for advanced segments is reported as, "200 per account"
    – Baumr
    Commented Jun 17, 2013 at 10:59

Take a look at this - Google Analytics Limits. I work as a technical analyst at an analytics agency and this is something very similar to what we use as reference.

Custom Variable Slots

  • Standard (ga.js) - 5
  • Universal (analytics.js) - 40 (20 custom dimensions/20 custom metrics)
  • Premium - 50

Advanced Segments

  • Standard/Premium - 100
  • 3
    Welcome to the site - there's a need for more analysts here. It might be helpful to quote the helpful bits from the link you provided, in case it goes down in the future.
    – dan
    Commented Sep 11, 2013 at 5:03
  • 1
    dan, I've gone and updated my original post. Thanks
    – Blexy
    Commented Sep 11, 2013 at 16:35

Your Answer

By clicking “Post Your Answer”, you agree to our terms of service and acknowledge you have read our privacy policy.

Not the answer you're looking for? Browse other questions tagged or ask your own question.