How Accurate is Google Analytics? The Average Level of GA4 Inaccuracy. [New Research]
Orbit Media Studios
AUGUST 6, 2024
By Andy Crestodina Every number in your Google Analytics account is wrong. But how inaccurate is Google Analytics? Google Analytics records data when a little bit of Javascript (gtag.js) talks to cookies on the visitors device (_ga, _gid, etc.). You compare Google Analytics to other sources of truth.
Let's personalize your content