KNOWLEDGE BASE

Resolving Google Analytics Data Discrepancies


Published: 23 Mar 2016
Last Modified Date: 09 Mar 2017

Question

When comparing reports from Google Analytics with data available in Tableau Desktop when connected to the same datasource, discrepancies might exist. 

Environment

  • Tableau Desktop
  • Google Analytics

Answer

To match reporting obtained from Google Analytics, structure the data connection (the dimensions and measures imported) to the same granularity used in the Google Analytics report. 
  • To get correct results for Sessions, all the Event-related dimensions need to be removed from the query.
  • To get correct results for Unique Events all the Event-related dimensions must be included in the query.
  • To get correct results for Users, remove all the session or event-related dimensions from the query. Also exclude the "Date" dimension and query on "Year" or another dimension that would not split the data. 
  • This means that separate connections to Google Analytics need to be made to get the different levels of data required.

Additional Information

Mirroring reports is often difficult in Tableau Desktop due to the fact that all the information and level of information detail used to make reports in Google Analytics is not always externally available. The following tools provided by Google allow for deeper exploration of available data:

Google Dimensions & Metrics Explorer
Query Explorer

If the results are still not the same, import data from Google Analytics in a raw form and compare the results with the data imported from Google Analytics in Tableau Desktop. 

More information from Google on the Users metric: How users are identified for users metrics.
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