Google Analytics 4 (GA4) has been a go-to tool for measuring website traffic, but recent reporting issues have raised concerns for businesses worldwide. Although Google announced a resolution to the problem on November 20, discrepancies in traffic data persist for many users, including our agency.
We’re using this opportunity to outline what’s happening, share our findings, and provide guidance on navigating these challenges.
What Happened with GA4 Reporting?
The issue began around November 13, 2024, when GA4 users noticed a sharp drop in reported website traffic. Despite normal visitor levels confirmed by third-party analytics tools and platforms like Google Search Console, GA4 data showed significantly lower numbers.
On November 18, 2024, Google acknowledged the issue through its Google Ads Status Dashboard, explaining:
“There is an issue affecting the generation of standard reporting tables. Granular reports (accessed via the explore module) and BigQuery exports are unaffected. We are working on restoring the reporting tables.”
By November 20, 2024, Google claimed to have resolved the issue, stating:
“The problem with Google Analytics has been resolved. We apologize for the inconvenience and thank you for your patience and continued support.”
Is the Issue Really Fixed?
For many users, including our agency, the answer is no. GA4 continues to underreport traffic, creating a gap between actual website visitors and reported data.
Here are two examples from our own data:
- Example 1: Our third-party tool recorded 3,700 visitors, but GA4 reported only 2,300—a discrepancy of over 37%.
- Example 2: We tracked 3,743 visitors, yet GA4 reported just 2,538—a difference of more than 32%.
These discrepancies highlight that the problem may persist even if Google considers the issue resolved.
Key Takeaways About the GA4 Issue
1. Who Is Affected?
The issue appears to impact standard reporting tables in GA4. While real-time analytics and BigQuery data remain accurate, historical data is incomplete. Businesses relying on standard GA4 reports for performance analysis are seeing their traffic underreported by up to 50%.
2. Which Metrics Are Impacted?
The discrepancies affect core metrics, including:
- Total traffic volumes
- Channel attribution data
- Landing page metrics
- Event tracking
These metrics are critical for understanding website performance, making the underreporting a significant challenge.
3. Technical Context
Interestingly, real-time data and BigQuery exports remain unaffected. This suggests the problem lies in how GA4 compiles historical reporting tables. The timing also coincided with Google’s mid-November updates to its attribution system, though no direct connection has been confirmed.
Why Accurate Analytics Matter
For organizations relying on GA4 for business intelligence, this disruption creates hurdles in decision-making and reporting. Accurate traffic data informs:
- Marketing strategy adjustments
- Campaign performance evaluations
- Conversion optimization efforts
Without precise historical data, businesses risk making decisions based on incomplete or misleading information.
How to Navigate This Challenge
1. Cross-Reference Your Data
Use third-party analytics tools to verify your GA4 reports. Platforms like Google Search Console, third-party analytics software, and even server logs can provide a clearer picture of your traffic.
2. Leverage BigQuery (If Possible)
If your GA4 account is connected to BigQuery, you can retrieve complete data unaffected by this issue. For businesses without this integration, now might be a good time to consider it.
3. Monitor Updates from Google
While Google has claimed the issue is resolved, discrepancies persist. Stay tuned to the Google Ads Status Dashboard and industry updates for further developments.
4. Communicate Internally and Externally
Ensure stakeholders understand the situation. Clearly explain why reports may not align with actual performance and provide supplementary data as needed.
Looking Ahead
The GA4 reporting issue underscores the importance of diversifying analytics tools and verifying data across platforms. While Google has announced a resolution, many businesses are still navigating the fallout from these discrepancies.
Our agency will continue monitoring the situation and sharing updates as new information becomes available. In the meantime, it’s essential to remain proactive—cross-referencing data, exploring alternative tools, and keeping stakeholders informed.
For any questions or further insights on how to manage your analytics strategy during this time, feel free to reach out. Stay informed and prepared as we work through these challenges together!