DATA Inspector 
Free versus Paid Audit Features
The DATA Inspector comes with a free account for all Google Analytics checks – we call this a project and it comes with unlimited re-audits. Try it first.
Then upgrade to the paid version for more more horsepower for larger websites. Typically, this applies if you are an agency, consultancy, or an in-house team that manages multiple Google Analytics properties and handles large quantities of data:
Project Management
Free Version
Single use project.
Single data stream (web only).
Single user only.
Paid Version
Multiple reusable projects.
Multiple data streams (web, app, web+app)
Create and edit projects as you go.
Re-audit as often as you wish.
Unlimited access for colleagues/clients.
Historical Data
Free Version
On-demand audits.
No historical data – only the last results.
Paid Version
On-demand audits.
Scheduler – auto-run audits.
Historical audits saved for 12 months.
Table Sizes
Free Version
1000 rows taken as follows:
The top 500 rows by volume.
The bottom 500 rows by volume.
For custom dimensions, 10 rows each*.
PII Global values only. See the PII Reference Guide.
Paid Version (30x more data)
30,000 rows taken as follows:
The top 10,000 rows by volume.
The middle 10,000 rows by volume‡.
The bottom 10,000 rows by volume.
For custom dimensions, 100 rows each*.
PII Global values plus 39 specific country checks.
Why table size is important:
Enterprise and transactional sites often have large volumes of data, hence sample size is important. Consider this if your event count is greater than 1M per month, or a higher threshold against collecting personal data is requied.
Data Access
Free Version
All via the user interface.
Paid Version
API access to all results – current and historical.
CSV results – file export per audit.
* All defined custom dimensions (UA), or custom definitions (GA4 event scoped and user scoped) are assessed.
‡ For Universal Analytics the limit is 20,000 rows (top and bottom) due to limitations of the Google reporting API.