Incorrect Analytics Data

Analytics showing unexpected numbers? This guide explains how to interpret your data correctly and resolve common discrepancies.

Understanding Analytics Metrics

Different metrics measure different aspects of your campaign performance. Understanding what each metric represents helps you interpret your data accurately.

Common Issues

Numbers Don't Match Expectations

Your analytics display different numbers than you anticipated.

This usually occurs due to misunderstanding metric definitions, comparing different time periods or environments, or accounting for data collection limitations.

Solution:

1. Click the date range selector in the analytics toolbar
2. Verify you're viewing the correct time period (Last 7 days, Last 30 days, or custom range)
3. Check the environment toggle to ensure you're viewing Preview or Production as intended
4. Review the metrics table above to confirm you understand what each number represents
5. Remember that no analytics platform captures 100% of visitors due to ad blockers and privacy settings

Data Not Refreshing

Analytics appear stuck on old numbers despite new traffic.

Data caching, aggregation schedules, or lack of actual new traffic can cause this issue.

Solution:

1. Click Refresh in the analytics toolbar to force a data fetch
2. Wait 10-30 minutes for historical data aggregation if you just generated new traffic
3. Hard refresh your browser with Ctrl+Shift+R (Windows) or Cmd+Shift+R (Mac)
4. Verify new traffic is actually occurring by checking the Real-Time tab
5. Confirm your campaign is published and actively serving pages

Timezone Confusion

Data doesn't align with your expected time periods or daily patterns.

Analytics data is stored in UTC, which may differ from your local timezone, causing confusion about when events occurred.

Solution:

1. Understand that all analytics timestamps use UTC (Coordinated Universal Time)
2. Calculate your timezone offset from UTC (e.g., EST is UTC-5, PST is UTC-8)
3. Use relative periods like Last 7 days or Last 24 hours which automatically account for your current time
4. When viewing hourly breakdowns, mentally adjust for your timezone offset
5. For critical analysis, note that midnight UTC may fall in the middle of your business day

Visits vs Visitors Mismatch

You expected similar numbers but Visits and Visitors differ significantly.

This is normal behavior when visitors return to your page multiple times.

Solution:

1. Understand the fundamental difference:
   • Visits: Every time someone comes to your page (includes repeat visits)
   • Visitors: Unique people (one person counted once, regardless of visits)
   • New Visitors: First-time visitors to your campaign
   • Returning Visitors: People who have visited before
2. Recognize that Visits are typically higher than Visitors
3. A high Visits-to-Visitors ratio indicates strong engagement and repeat traffic
4. View this as positive—returning visitors show interest in your content
5. Focus on conversion rate, which accounts for total visits

Example:

• 500 Visits from 100 Visitors = average 5 visits per visitor
• This indicates high engagement and returning interest

A/B Test Results Seem Wrong

A/B test metrics appear inconsistent or unreliable.

Small sample sizes, variance in conversion timing, or low confidence levels can produce misleading results.

Solution:

1. Go to A/B Testing in your analytics
2. Check the Confidence Level indicator for your test
3. Only trust results when confidence reaches 95% or higher
4. Verify both variants receive similar traffic volumes
5. Wait for at least 100-200 visits per variant before drawing conclusions
6. Review that conversion tracking works correctly for both variants

If traffic distribution appears uneven, see Traffic Distribution Issues.

Geographic Data Appears Inaccurate

Visitor locations don't match expected geographic patterns.

IP-based geolocation has inherent limitations, especially with VPNs, corporate networks, and mobile carriers.

Solution:

1. Understand that location is determined by IP address geolocation
2. Recognize accuracy varies by level:
   • Country-level: Very accurate (95%+)
   • Region/State: Moderately accurate (80%)
   • City-level: Less precise (60-70%)
3. Accept that some scenarios affect accuracy:
   • VPN users show VPN server location, not actual location
   • Mobile users may show carrier network location
   • Corporate networks often show headquarters location
   • Satellite internet shows regional approximations
4. Use geographic data for trends and patterns, not individual precision

Data Missing for Specific Time Periods

Gaps appear in your analytics timeline.

Campaign publish status changes, service disruptions, or configuration changes can create data gaps.

Solution:

1. Go to Settings and review your campaign history
2. Check publish times to verify when your campaign was actively published
3. Data only collects when status is Published or Preview
4. Review your campaign change log for any domain or configuration modifications
5. If gaps are unexplained and don't correspond to publish status changes, contact support

Interpreting Bounce Rate

Bounce rate measures the percentage of visitors who leave after viewing only one page. Understanding what constitutes a "good" bounce rate depends on your campaign type.

FAQ

Related Resources

• Analytics Overview
• A/B Testing Analytics
• Analytics Not Tracking
• Traffic Distribution Issues