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Understand information in your reports and troubleshoot reporting issues such as self-referrals, (not set) data, and inaccurate information
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Analytics counting less than 50% of traffic

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hey guys,


ANY help here would be appreciated. Over the last few weeks, we've seen a sharp decrease in traffic according to analytics, while we've seen a sharp increase in ad impressions, alexa ranking, in-site page views, social media engagement, etc., etc. 


For instance, we have an ad that runs once on each page, and while it will show that it accrued 23k impressions on a given day on DFP, analytics says we only had 12k total pageviews for that day. Likewise, based on ad revenue for our network ads, we're on pace to have one of our best months ever, but analytics is telling us, based on their traffic, that we're on pace to have one of our worst. Also, to whatever extent that this is something to care about, our Alexa rank has taken a huge jump.


As far as I know, we haven't changed anything with the Analytics code, but something seems to be seriously off. 


If anybody has any advice on how we can fix this, you'd be a life saver.



Michael Jaycox

(P.S. our site is

1 Expert replyverified_user

Re: Analytics counting less than 50% of traffic

Top Contributor
# 2
Top Contributor
Hi Michael,

The tracking code is set up correctly on your site and it is sending data to Google Analytics. Did you set up any filters in GA that might filter out the traffic you are missing?

Arnold Majlath, Google Analytics Top Contributor
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Re: Analytics counting less than 50% of traffic

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hey Arnold,

Thanks for the reply. We don't have any filters up at all ...

It's so weird. Every other way we use to measure traffic and engagement is
in agreement with one another, but GA is off by a substantial margin. From
looking at it more and more, it really seems like the biggest culprit is
our Facebook referrals. Normally, FB accounts for 35-45% of our traffic,
but over the last few weeks that has fallen to 15% or so -- I don't think
I've ever seen it below 30%. And on FB, our reach/engagement is as high as

Is there any chance GA is having trouble reading traffic from a specific

For instance, a post on FB that reaches 15k people, gets 100 likes and has
50 shares normally brings in 5-10k pageviews. Now, though, the same post
with the same engagement brings in 500-1,000 pageviews, per GA.

It's been extremely frustrating, to say the least.