Google Analytics 4 Users Report Alarming Data Collection Failures: Traffic Drops by 50%

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Julie Blankenship

Is editor at rank1pro.com, has a decade of writing experience. With a strong background in Digital Marketing and PR Agencies.

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  • News Last Updated November 18, 2024

Web analytics professionals across the globe are undergoing a critical test with Google Analytics 4 (GA4) since users were reporting major problems with data collection, thus casting doubts over the reliability of the platform. Since November 13, several websites have seen dramatic drops in reported traffic with the reporting of up to 50 percent loss of visitor numbers for some users.

The Scope of the Problem

Data collection has emerged as a global phenomenon. From Taiwan, and even across several European regions, the symptoms are uniformly similar there, but real-time tracking appears to be unaffected, while historical data from November 13 has presented a starkly different tale.

One frustrated user complains: “Incomplete data shows only 4,445 users when Google Search Console confirms over 13,000 users–a massive discrepancy that undermines analytics credibility.”

Key Metrics Under Siege

The data disruption impacts critical web analytics metrics, including:

  • Overall traffic volumes
  • Channel attribution data
  • Landing page performance
  • Event tracking accuracy

Technical Investigation Reveals Partial Solutions

Preliminary investigations suggest data continues to flow to BigQuery for users with connected accounts. However, this provides only a partial remedy, as many GA4 users do not utilize BigQuery integration.

The timing coincides suspiciously with Google’s mid-November attribution system updates, though no definitive connection has been established.

Widespread User Frustration

Reports from multiple regions demonstrate a consistent pattern:

  • Sudden traffic drops beginning November 13
  • Historical data shows approximately 50% fewer visitors
  • Real-time analytics displaying expected traffic levels
  • Cross-platform verification confirming normal visitor numbers

Business Impact and Uncertainty

A data collection crisis severely impacts the businesses that depend on the accuracy of web analytics. Without strong historical data, companies cannot run credible analyses of their performance or make proper, data-driven decisions. More important than anything else, Google has not weighed in yet on the situation and made any statement about the potential restoration of data.

What Website Owners Should Do

While awaiting an official resolution, website owners are advised to:

  • Maintain records of discrepancies
  • Cross-reference data with alternative analytics platforms
  • Monitor Google’s support channels for updates
  • Consider temporary alternative tracking methods

Stay Informed

Our team will continue to follow the situation as it unfolds and inform everyone about developing events.

Update: The latest reports were that the problem still waits for the solution, plunging numerous web professionals into uncertainty.