A downgrade (moving to a lower plan) takes effect at the end of the current billing period - until then you keep everything you've already paid for.
Step by step
1.User menu → Plan & billing → Manage subscription.
2.Pick the lower plan - you'll see when the change takes effect.
3.Confirm. You use the current plan until the period ends; from the next billing cycle the lower plan and price apply.
Notifications before the change
From the moment a downgrade is scheduled, you get the full picture before anything actually changes:
•an email on the day it's scheduled - with the change date and a summary of the effects,
•a reminder 3 days before the change,
•a banner on the home page the whole time, letting you choose your active projects ahead of time (see below) or reverse the plan change.
The key issue: projects above the new limit
This is the only downgrade scenario requiring your decision. Example: you have 12 projects on Agency and move to Pro (limit of 5).
•No data is deleted - the audit history and reports of all projects stay stored and visible, and you can still export them.
•You choose which projects stay active - up to the new plan's limit. Without a choice from you, the system activates the N most recently audited projects automatically.
•Projects outside the active set are locked from re-auditing - until you free a slot (by deleting a project) or change your active selection (allowed once every 30 days).
•You can choose your active projects ahead of time, before the change even takes effect - from the home page banner.
What else changes moving from Agency to Pro
•white-label goes away (exports return to standard GA4audit branding - the branding data itself isn't deleted, it comes back on a future upgrade),
•the team is suspended entirely - extra users lose access to shared projects, the account returns to single-seat (details: how to invite a team), •the dedicated consultant.
Moving from Enterprise to Agency with a larger team
If you have more than 5 people on your team (the Agency plan's limit) and move down from Enterprise, the team doesn't disappear - the owner plus the 4 longest-tenured members stay active, the rest become dormant (they keep access to their own account, just not to the team's shared projects). The owner can change the active line-up at any time - details in the team article.
Refunds on downgrade
A downgrade doesn't generate a refund for the current period - that's why it takes effect at the period's end: you fully use what you paid for.
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