Google Analytics 4 (GA4) users report data collection issues affecting websites globally, with many experiencing up to 50% drops in reported traffic since November 13.
The problem has sparked discussions across Google’s support forums and social media platforms.
Key Issues
Multiple website owners have documented discrepancies between GA4 reports and actual traffic levels.
While GA4 shows reduced numbers, cross-referencing with Google Search Console and other analytics platforms confirms normal traffic levels.
One user explained the severity of the issue:
“The incomplete data is there since 13th November which shows only 4445 users when in actual (looking at Search and Discover in GSC), I am calculating more than 13,000 users (at least).”
Real-time tracking appears unaffected, suggesting the issue impacts historical data.
Technical Details
Investigations reveal that data flows to BigQuery for users with connected accounts.
However, this only provides a partial solution, as many GA4 users don’t utilize BigQuery integration.
The timing coincides with Google’s mid-November attribution system updates, though no direct connection has been confirmed.
Affected metrics Include: