As a business owner, it’s likely that you use Google Analytics to track data on your website. Whilst Google Analytics is a fantastically useful tool, there is one area that can cause inaccuracies – the use of sampled data. Find out what this could mean for your website and business.
If you’ve read any of my previous blog posts, you’ll know that I’m a huge fan of Google Analytics; it’s simple, flexible and free! But with all free tools you can expect there to be a few downfalls. As such, we’re going to look into the black hole of sampled data.
Sampled data is when a report in Google Analytics is based on a smaller sub-set of your data as opposed to the full amount of data available. When data is sampled, you are at risk of getting an inaccurate picture of your data dependent on the sub-set of data which is used within the sample. And now breathe. Let’s look at an example to make things easier.