Understanding Google Analytics Sampling


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.

From Google: https://support.google.com/analytics/answer/2637192?hl=en

Inside of a report you can see what percentage of sessions are being sampled to produce the data you're viewing:

  1. Hover over the yellow icon next to the report title.
  2. Observe the percentage of sessions in the report details pop-up.


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