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:
- Overall traffic volumes
- Channel attribution data
- Landing page metrics
- Event tracking
Site owners from multiple countries, including Taiwan and various European regions, report identical patterns of data loss beginning November 13:
“Taiwan is experiencing the same issue. On 11/13, there was a sudden drop in traffic, and from 11/14 to 11/17, it decreased by 20-30% compared to the same period last month.”
People note that while their real-time analytics show expected traffic levels, historical data since November 13 reflects only about half of their actual visitor numbers:
“I usually track the data from the day before yesterday on the current day. However, there’s only nearly 50% traffic on my website. Just want to know is there anyone with the same situation as me?”
Why This Matters
This disruption poses challenges for organizations relying on GA4 for business intelligence and reporting.
Many companies face difficulties in performance analysis and decision-making processes without accurate historical data.
Despite numerous support threads and community discussions, Google hasn’t officially addressed the situation or indicated whether the missing data will be retroactively restored to affected accounts.
We will continue to monitor this situation and provide updates as information becomes available.
Featured Image: MacroEcon/Shutterstock
