My data doesn't match what's in Google Analytics

Dimensions affecting metric totals

Age, gender and mobile dimensions will most likely affect the totals, read more here.

Missing or too few goal completions

Goal completions based on events will not be viewable per Page. This is because events can fire multiple times per session while goals only can fire once, meaning that a goal completion can be spread out on multiple pages.

Missing goal metric

Smart goals are not included per default, because of a limitation in the Google Analytics API we can't see beforehand if a user has any or not. If you need this metric please write to the Funnel support and ask us to toggle it for your data sources.

Metric values being slightly off

If you have a lot of data GA might read some of it and then estimate the rest. This sampling is done in the UI as well, look for if the shields becomes yellow in GA (see picture below). Read more about sampling for GA here.

Double counting data

When connecting several data sources for one property make sure that you do not look at the same data twice as this will lead to skewed numbers.

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