Upgrading your Google Analytics license to Analytics 360 will unlock extra features and reports, while expanding the limitations on the free version. This includes getting access to custom dimensions, custom metrics, funnel reports as well as combining your data across first and third-party sources with offline data.
These extra features allow you to analyse data with a reduced sampling threshold, so you can evaluate the performance of your campaigns and use insights to make faster, smarter, decisions to optimise your marketing activities across multiple channels.