How much data is missing from GA4? We measured it for you…

(new research)
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Every number in your GA4 account is wrong.
And that’s ok.

But how inaccurate is it, exactly?
And why isn’t it more accurate?

Some visitors block tracking codes, don’t accept cookies, or browse in private mode. These common privacy measures mean that Google Analytics is missing data, and this little research project reveals just how much.

Here’s the quick answer:

  • Sites without cookie consent banners: GA4 underreports traffic by 11%.
  • Sites with cookie consent banners: GA4 underreports traffic by 20%.

And when you look at the data for visitors who did and didn’t see the cookie consent banner, the gap in data is much larger.

Why the gap? It’s all about privacy settings and the ways visitors can opt out of tracking.

But it’s ok. You can still find loads of valuable insights in your GA4 data.

Curious about the analysis?
Want to look more closely at the numbers?
Interested to learn how to measure the accuracy of your GA4 account?

Jump in and learn how to measure GA4’s accuracy by comparing it with more accurate sources of truth, like your CMS, CRM and marketing automation databases.

Yes, please. Show me this new research! →


Once you finish it, let’s all celebrate the challenge and futility of the pursuit of perfect data. 🎉


Yours in data,

Andy

p.s. Speaking of data... Are you a blogger? We'd be grateful if you would take this quick 2-minute survey. Thank you!

 
 
Want to learn how to use AI for social media?

Join us for a live webinar with Andy Crestodina on August 27th at 1pm CT.

 
 
Orbit Media Studios, 4043 N Ravenswood Ave., Suite 316, Chicago, IL 60613, United States
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