Why your data is sampled by GA4 and what to do about it

While sampling allows for quicker data retrieval, it can sometimes compromise the accuracy of your website experience insights. Let's look at solutions!

Why your data is sampled by GA4 and what to do about it

Hey there! Let's talk about something that might be causing a bit of a headache for many digital marketers and analysts out there - the limitations of GA4's sampled data.

What's the Deal with Data Sampling in GA4?

First off, data sampling isn't a new concept. It's like taking a small slice of cake to figure out if the whole thing is delicious. In the world of Google Analytics 4 (GA4), data sampling kicks in when the amount of data being crunched exceeds certain limits. According to the official Google support article, this happens to ensure that you can still get insights without waiting an eternity for your reports.

If you see this icon next to any of your reports in GA4 then the data is sampled. Source: infotrust

The idea is simple: analyse a subset of data to infer trends and patterns for the entire dataset. It's a practical approach, especially when dealing with massive volumes of data. However, it's not without its drawbacks!

The Limitations

  1. Accuracy vs. Speed: While sampling allows for quicker data retrieval, it can sometimes compromise the accuracy of your website experience insights.
  2. Quota Limits: For standard GA4 properties, the quota limit for event-level queries is 10 million events. This might sound like a lot, but in the grand scheme of things, especially for high-traffic sites, it's not uncommon to hit this ceiling. And when you do, hello, sampled data!
  3. Complexity in Analysis: When you're trying to drill down into specific segments or perform detailed analysis, sampled data might not give you the full picture. It's akin to trying to understand the plot of a movie by only watching the trailer.

So, What's the Solution?

Ok, so this is where we'll put our hand up and mention Insightech. Imagine having access to your analytics data without the limitations of sampling. With unsampled data at your fingertips, you get more accurate insights, enhanced decision-making, and ultimately improved conversion rates and revenue from those optimisations.

You can now view which metrics have improved and analyse any trends in your website’s performance over time from unsampled data (no more red tags!)Source: Insightech Dashboards

Insightech doesn't just stop at providing unsampled data. You also get a full suite of website optimisation tools to enhance the user experience. These tools include heatmaps, clickmaps, form analysis and session replay with filters and audience segmentation to find precise moments on demand. These tools combined allow you to dive deep into the reasons why users might not be converting through your funnel. It's like having a microscope to examine the user experience on your website, providing you with the clarity and detail needed to make informed improvements.

Ready to Make the Switch from GA4?

If you're tired of the limitations of GA4's sampled data and are looking for a solution offering both accuracy and depth of insight, it might be time to consider Insightech. With its promise of unsampled data and a comprehensive toolkit for analysing user experience, Insightech is poised to help you unlock the full potential of your digital analytics efforts.

Interested in learning more? Reach out to the Insightech team for more information. Let's make data limitations a thing of the past and pave the way for more informed, effective digital marketing strategies.

Remember, in the world of digital analytics, clarity is key. And with Insightech, clarity is exactly what you get.

Further reading you may be interested in:

While we have you, are you thinking of replatforming? Try our step-by-step guide (with free templates)

  • Identifying Limitations of the Current Platform
  • Aligning Re-platforming Goals with Business Strategy
  • Conducting a Comprehensive UX, Marketing and Tech Audit
  • Questions to consider when analysing your site’s digital experience