This is big news -- and I don't think many saw this coming.
It's a thing of the past. An ex-limit. It's kicked the bucket, shuffled off its mortal coil, run down the curtain and joined the choir invisible.
The change is a significant one for Google and it suite of analytics products. The five-report limit was the only thing that differentiated the free version of Data Studio from its enterprise 360 counterpart, and the free availability of enterprise-level, infinitely-customisable data visualisation is an important one.
Data Studio is the visualisation layer that connects web analytics data with the wider business. In lifting the limit, it's almost as though Google is signifying a step toward investing in the visualisation layer just as much as it invests in the collection and processing layers.
Pining For The Fjords
The removal of the limit also means that users will have more flexibility to experiment, and to mash data sources together in new and different ways. The limit may have been fairly easy to circumvent by chaining accounts, but the complete removal of the limit saves having to borderline-sneaky stuff to increase the number of reports.
So that's it -- unlimited. The training wheels are coming off the product, and the change looks likely to elevate Data Studio to a status of a widely-used product in its own right. Those who have paid for Data Studio as part of Google Analytics 360 Suite will transition to the unlimited free version.