Data Discrepancies Between Google Analytics 4 Data and the Destination

Issue

There are discrepancies between my Google Analytics 4 data and the data in my destination.

Environment

Connector: Google Analytics 4

Resolution

To retrieve data from Google Analytics 4, we create basic reports using Google's Analytics Data API. We recommend verifying your data using the GA4 Query Explorer. You must specify the same dates, dimensions, metrics, and filters in the Query Explorer as you did in your Fivetran connector setup form for an accurate comparison.

To start troubleshooting Google Analytics 4 data discrepancies, see the scenarios below:

Mismatch between Fivetran data and Google Analytics 4 reports that include dimensions

If the dimensions in your GA4 Query Explorer request and the dimensions requested by the Fivetran connector don't match, the values in your Query Explorer won't match your destination table values. To avoid discrepancies, apply the same dimensions when comparing Fivetran and Google Analytics 4 data.

Differences between Fivetran data and Explorations data

You may notice data discrepancies between your Fivetran data, or the data you get from the GA4 Query Explorer, and the data you get from Explorations because Explorations utilizes different fields, filters, segments, comparisons, and processing times.

In addition, your data may differ based on your user count, data retention settings, and behavioral modeling settings. Learn more in Google's Data differences between reports and explorations documentation.

Data discrepancies caused by data thresholding

Google may withhold demographic and search query information from small datasets to prevent those with access to your data from inferring the identity or sensitive information of individual users. See Google's data threshold documentation for more information.

Data discrepancies caused by data sampling

Google may apply data sampling to large datasets. See Google's GA4 data sampling documentation for more information.

When data sampling occurs, you may notice discrepancies when you compare your Fivetran data to the data you see natively in Google Analytics 4. However, you won't encounter discrepancies if you verify your data using the GA4 Query Explorer as recommended while applying the same dates, dimensions, metrics, and filters.

Discrepancies in data older than 30 days

By default, Google Analytics 4 connector's rollback syncs cover 30 days of data. This default setting allows you to avoid excess usage while ensuring data integrity.

However, if you notice discrepancies in data that is older than 30 days, you can adjust the rollback sync window by doing the following:

1. Go to the Setup tab and click Edit connection details.
2. Locate the applicable custom report and click Edit.
3. The Edit custom report page opens. Set the Show Advanced Options toggle to ON.
4. Use the arrows in the Rollback window (optional) field to define the number of days your rollback syncs should cover.
5. Click Next.
6. Click Save.

IMPORTANT: Increasing the rollback sync window may increase the amount of data we process, resulting in an increase in usage. We recommend adjusting the rollback sync window only if you discover data discrepancies in the applicable time frame.

Missing historical data

By default, Google Analytics retains data for a maximum of 26 months. If you have adjusted the Analytics Data Retention setting in Google, your data may cover a shorter time frame. See Google's data retention documentation for more information.

While setting up your connector, you can also determine the amount of historical data included in your historical syncs by adjusting the Historical Sync Time Frame drop-down option. See our Google Analytics 4 setup guide for more information.

To adjust the amount of historical data included in your existing connector's historical syncs, do the following:

1. Go to the Setup tab and click Edit connection details.
2. In the Historical Sync Time Frame drop-down, select how many months' worth of reporting data you want to include in your historical syncs.
3. Click Save & Test.