Both standard Google Analytics and Google Analytics 360 are web analytics tools.  The free version of Google Analytics is called standard Google Analytics. This version of Google Analytics has 20 custom dimensions and 20 custom metrics and can easily integrate with standard versions of Google products like Google Ads, Search Console, etc.  Google Analytics 360 is the paid version of Google Analytics which is meant for big companies that can afford to spend $150,000 per year. It has 200 custom dimensions and 200 custom metrics. GA 260 has great and robust integration along with Google Stack products like Google Ads, Search Ads 360, DV360, Google Optimize, BigQuery. For more information visit: Google Analytics 360 vs Google Analytics – Difference between ga & ga360