9 reasons why you have missing data in Google Analytics 4 | Summary and Q&A

TL;DR

Learn about the top 9 reasons why your data may be missing in Google Analytics 4, along with tips and solutions to address each issue.

Key Insights

• 🔎 There may be data missing in Google Analytics 4 due to the application of thresholding, which prevents small rows of data from appearing in reports. Disabling Google signals and switching to device-based reporting can help resolve this issue.
• 🛑 Tracking tools, browser extensions, and privacy-focused browsers like Adblock Plus, Ghostery, and Brave can block data tracking in Google Analytics. Server-side tagging can reduce the impact, but some visitors may still be untrackable.
• 🔄 If changes made in the Google Tag Manager container are not published, tags, triggers, and variables will not be activated, resulting in data not being collected. Ensure changes are tested and submitted to start collecting data.
• 🚫 Visitors who have disabled JavaScript in their browsers will not be tracked, although this is rare and only affects a small percentage of web traffic.
• 🍪 If visitors deny consent to be tracked via cookie consent pop-ups, data will not be collected. This can cause a partial loss of data, with businesses reporting up to 30% or more data loss after implementing these pop-ups.
• 🔍 Errors in the Google Tag Manager setup can result in missing data. Debug the setup thoroughly using the preview mode, checking if tags have fired correctly and if relevant data is being sent.
• 🔌 In situations where tags are fired right before a redirect, data may not have enough time to be sent to Google Analytics. Consider firing tags after the redirect or adding a timeout to provide sufficient time for data transmission. ⏳ It can take up to 24-48 hours for Google Analytics to process and display data in reports. Patience is necessary when waiting for data to be reflected accurately.
• 💰 When configuring e-commerce tracking in Google Analytics 4, ensure the currency parameter is included in the data layer. This is often overlooked but is crucial for accurate monetization reporting.

Transcript

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Questions & Answers

Q: How does enabling Google Signals in Google Analytics 4 affect the visibility of small numbers in reports, and how can this be addressed?

Enabling Google Signals in Google Analytics 4 may result in rows with small numbers being hidden in reports to prevent potential leaks of personal information. To address this issue, you should disable Google Signals in your property's data settings and collection settings. Additionally, switching to device-based reporting in the Reporting Identity section of the admin panel can ensure that rows with small numbers are displayed in your reports.

Q: What are some browser extensions and privacy-focused browsers that can block tracking, leading to missing data in Google Analytics 4?

Some commonly used browser extensions that block tracking include Adblock Plus and Ghostery. Privacy-focused browsers like Brave Browser also proactively block various tracking tools. These extensions and browsers are becoming increasingly popular, resulting in a growing amount of data not being tracked by analytics and marketing tools.

Q: How can missing data be caused by changes made in Google Tag Manager not being published?

If changes made in Google Tag Manager are not published, the tags, triggers, and variables are not activated for website visitors. This means that the tags will not collect data, resulting in missing data in Google Analytics. To address this issue, ensure that any changes made in the container are tested and then click the submit button to publish them and start collecting data.

Q: What is the significance of including the currency parameter in e-commerce tracking in Google Analytics 4?

Including the currency parameter is crucial in e-commerce tracking in Google Analytics 4 as it ensures accurate monetization reports. Without the currency parameter, important data related to purchases may be missing from the reports. Including the currency parameter in the data layer or creating a variable that returns the currency value is essential for proper tracking and reporting.

Summary & Key Takeaways

• Google Analytics 4 may not show rows with small numbers if you have Google Signals enabled to prevent potential leaks of personal information, causing missing data.

• Blocking browser extensions and privacy-focused browsers like Brave can prevent tracking and lead to missing data, even with server-side tagging.

• If changes made in Google Tag Manager are not published, tags may not collect data, and publishing these changes is essential for data collection.

• Visitors who have disabled JavaScript in their browser will not have their tracking codes work, resulting in missing data.

• Privacy consent preferences from cookie consent pop-ups can lead visitors to deny tracking, causing a loss of data in reports.

• Issues in Google Tag Manager setup, such as incorrect triggers or missing data in the data layer, can result in missing data in Google Analytics 4 reports.

• Timing issues with tag firing before redirects can cause data loss, and firing tags after the redirect or using timeouts can help alleviate this problem.

• Data processing in Google Analytics 4 can take up to 24-48 hours, so be patient when checking for missing data.

• Including the currency parameter in e-commerce tracking settings or manually sending the currency code is crucial to prevent missing data in monetization reports in Google Analytics 4.