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Individuals and small to medium-sized companies
Larger enterprises that need it all
Google Ads, AdSense, and Search Console (formerly Webmaster Tools)
Google Ads, AdSense, Ad Manager, Display & Video 360, Search Ads 360, Campaign Manager 360, and Search Console (formerly Webmaster Tools)
N/A
N/A
N/A
Basic
Advanced, customizable funnel reporting
Basic
Advanced, including data-driven model
N/A
Max 200
Max 400
20 custom dimensions and metrics
200 custom dimensions and metrics
Not guaranteed
Guaranteed 4 hours under SLA (usually faster)
N/A
N/A
N/A
Self-service help center and community forums
Services, support and SLAs provided by Google and global partner network
Free
Invoiced monthly