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Troubleshooting Google Analytics 4: How to Detect and Fix Data Anomalies

When it comes to your online presence, your interpretation of your data will determine the ultimate outcome. Whether you’re running an eCommerce business, or a personal blog, tracking and analyzing data is crucial to understanding how your audience interacts with your website. Thanks to Google Analytics 4’s Analytics Intelligence, you can use powerful data visualization

When it comes to your online presence, your interpretation of your data will determine the ultimate outcome. Whether you’re running an eCommerce business, or a personal blog, tracking and analyzing data is crucial to understanding how your audience interacts with your website. Thanks to Google Analytics 4’s Analytics Intelligence, you can use powerful data visualization and reporting features to gain valuable insights into your website’s traffic and user behavior.
What Are Anomalies in GA 4?

In Google Analytics 4, anomalies are data points that deviate from the expected user behavior pattern. Different factors can cause this, such as changes in user behavior, technical issues with tracking, or any external events such as holidays or other significant events.

Various anomalies can occur in Google Analytics 4 based on the measured metric type and timestamp. GA 4 uses a statistical technique known as the Bayesian state-space time series model on a set of YOUR data recorded over time. As the new data appears, it compares all of these values against your previous ones to see if any values lie outside the expected values.

Identifying these anomalies is essential because they indicate problems or opportunities for optimization. An increase in traffic during a specific period of time can indicate the effectiveness of a marketing campaign, while a sudden decrease can indicate technical issues with your website, among other problems. By addressing these anomalies, website owners can improve the user experience and optimize conversions.
Anomaly Detection Methods in Google Analytics 4

Before we start analyzing data, it’s essential that you have a business account in place. Automatic detection is possible with the demo account, but creating custom insights can not be done with a demo account.

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