: It's sampling. Google Analytics analyzes a sample set of data to extrapolate an estimate of 100% for certain non-deafult reports. This is common with most analytics tools. The thresholds for

@Shelley277

It's sampling. Google Analytics analyzes a sample set of data to extrapolate an estimate of 100% for certain non-deafult reports. This is common with most analytics tools.

The thresholds for Google Analytics are thus:

Default reports are not subject to sampling.

Ad-hoc queries of your data are subject to the following general thresholds for sampling:


Analytics Standard: 500k sessions at the property level for the date range you are using
Analytics 360: 100M sessions at the view level for the date range you are using

support.google.com/analytics/answer/2637192?hl=en
It is possible to get unsampled data using the API but for most purposes, sampled data will still allow you to make actionable marketing decisions.

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