Find Out: ✔ What is sampling and who should be aware of it. ✔ When, why and in which Google Analytics reports you can find sampled data. ✔ How much money you can lose because of incomplete data. ✔ When and how to fight sampling, and what are the ways to do that in Google Analytics.

2. 1. Specializing in implementing Google Analytics 360 Suite and Google BigQuery
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3. Wait. What’s in the program?
1. What is sampling and who can face it?
2. In what cases and in what kind of reports sampling occurs
3. Why sampling is an issue
4. Is it worth fighting with sampling and how to handle it (within GA and API)?
5. Methods comparison for sampling avoiding

4. What is sampling and who can
deal with it?

5. the method of selecting a subset of observables from a common set, in order to highlight certain
properties of the original set
Sampling is….

6. When and who can face sampling?
Standard Google Analytics Google Analytics 360
500k sessions at the Property level for
the used date range
100M sessions at the View level for the
used date range

7. In what cases and what kinds of reports
sampling occurs

8. How to define that the data is sampled

9. Reports without sampling
Default reports from these
sections:
- Audience
- Acquisition
- Behavior
- Conversions

10. Reports with the sampling possibility

11. Multi-Channel funnels and Attribution reports
Reports with the sampling possibility

12. Reports in which sampling is most likely to occur
● Users Flow;
● Behavior Flow;
● Events Flow;
● Goals Flow.

13. Why sampling is an issue

14. Data reliability
100%
sample
50%
sample
10%
sample

15. How to avoid sampling (“within” and
“outside” the GA interface)?

16. How to fight sampling in the GA interface
● Shortening of the date range
● Avoiding usage of “Ad-Hoc” reports, in case default reports fit
● Applying View-level filters to divide the entire amount of data
● Using separate Properties for each platform

17. Google Analytics API

18. Google Analytics Spreadsheet add-on

19. Unsampled reports (GA 360)

20. BigQuery Export

21. OWOX BI Pipeline (streaming)
More about OWOX BI Pipeline

22. Comparison of methods to avoid
sampling

23. Within the GA interface
Solution GA 360 Default reports
Setting shorter date
ranges
View-level filters
Pros
● Sampling threshold:
100M sessions
● Unsampled reports
● Custom tables
Always unsampled thanks to
pre-calculated data
The shorter the time span, the
less data
Less data, including only the
traffic you want to see
Cons Expensive annual license
● Max. 2 dimensions
● Limited set of reports
● More effort to retrieve
data for longer time
span
● Max. 5 dimensions
● Page-level dimensions
inflate user count
● Max. 5 dimensions

24. Outside the GA interface
Solution
Google BigQuery
Export for GA 360
OWOX BI Pipeline +
Google BigQuery
Google Analytics
Core Reporting API
Google Analytics
Spreadsheet Add-
on
Pros
● Near real time hit data
and unsampled session
data export
● Max. 200 dimensions
● Raw real-time hit data
● Unsampled session
data
● Unlimited number of
dimensions
● Free for 14 days
● Programmatic way to
pull out unsampled
data
● API allows to send up
to 50k query per day
and returns up to 10k
rows per query
● Up to 9 dimensions
● No coding required
Cons Available for GA 360 only
AdWords data retrieved
through BigQuery Data
Transfer Service
● Coding required
● Not all dimensions and
metrics compatible
● Max. 7 dimensions in a
query
Unfeasible to use with large
amounts of data

26. Q&A
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