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Google Analytics 4 Underreporting Data
A recent post by Search Engine Journals highlighted that users globally are raising concerns over significant data discrepancies. Reports indicate that a wide array of users are currently experiencing issues with underreporting, with some users’ website traffic showing figures up to 50% lower than actual visitor numbers. Here’s a breakdown of the issue and its implications.
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What’s Happening With GA4
Many website owners have noticed inconsistencies between GA4 traffic reports and actual metrics from alternative sources like Google Search Console (GSC). The affected metrics include overall traffic volumes, channel attribution, landing page performance, and event tracking.
Despite these discrepancies, real-time analytics in GA4 appears to remain accurate, suggesting the issue lies within historical data processing. Not all is lost, though, as Google has stated on record that it may take 24-48 hours to process data, and during that time, data in your reports may change. So, your data may change as time goes on.
Possible Causes – Google CORE Update Issues
The issue coincides with Google’s mid-November CORE updates and further updates to its attribution system. While there’s no confirmed link, some speculate this update could contribute to the disruptions and further underlying potential issues.
Why This Matters?
For organisations relying on GA4 for performance analysis and decision-making, inaccurate data presents a significant challenge. Without reliable historical metrics, businesses may struggle to evaluate campaign performance, allocate resources effectively, and make informed decisions.
Our Recommendation
We encourage users to compare GA4 data with alternative tools like Google Search Console (GSC) and review historical data trends. Doing so can help identify whether this issue affects your reports and provide a clearer picture of actual traffic levels.
This situation underscores the value of leveraging multiple data sources for analytics and maintaining flexibility during unexpected disruptions. Need help with your data analytics approach and understanding your campaign performance? Get in touch now.
