What is the difference between GA and GA360?

Based on my experience - the most frequent reasons companies go for GA are: 1) Faster data processing. Depending on the size of your property, the data in GA may be delayed by as much as 24 hours, meaning you won't be able to look at your current day traffic figures, which is crucial while analyzing new marketing campaigns or managing digital content. 2) Higher data sampling threshold - drilling down while using primary/secondary dimensions will result in sampled reports that are not only less accurate, but often have different totals. Paid version increases the amount of data (hits) you can have in your report without it being sampled. 3) Extra data connectors, such as Google Ad Manager per-page revenue reporting or BigQuery data import for even more accurate reporting. 4) SLA - service availability will be guaranteed by an SLA, which will save you from downtime during peak hours. While GA is a standard in analytics reporting, there are many business-specific analytics products that provide fresh real-time unsampled reports for a lesser price.