Sometimes Google Analytics reports show sampled data which can be misleading when reviewing your Demandbase reports. For best results, you'll want to make sure your report is 100% of sessions. For more information on sampling you can read this article: https://www.optimizesmart.com/improve-accuracy-google-analytics-reports/
What is Sampling?
In data analysis, sampling is the practice of analyzing a subset of all data in order to uncover the meaningful information in the larger data set. For example, if you wanted to estimate the number of trees in a 100-acre area where the distribution of trees was fairly uniform, you could count the number of trees in 1 acre and multiply by 100, or count the trees in a half acre and multiply by 200 to get an accurate representation of the entire 100 acres.
Inside of a report you can see what percentage of sessions are being sampled to produce the data you're viewing:
- Hover over the yellow icon next to the report title.
- Observe the percentage of sessions in the report details pop-up.