Why did your traffic drop when you converted to GA4? Here are some common reasons.
Many of our clients have come to us because they noticed tracking differentials when they switched to GA4 from Universal Analytics.
The below is a quick summary of the most common reasons why this might be happening.
- Different Data Model: GA4 uses an event-based data model instead of the session-based model used in Universal Analytics (UA). This shift can make it challenging to understand and compare metrics directly1.
- Missing or Changed Metrics: Some familiar metrics from UA, like bounce rate, have been redefined or are missing in GA4. For example, the bounce rate in GA4 is now the inverse of the engagement rate1.
- Unassigned Traffic: Traffic sources can sometimes appear as “Unassigned” in GA4 reports. This can happen due to incorrect UTM parameters, issues with the Measurement Protocol, or incomplete data processing2.
- Direct Traffic Misclassification: High levels of direct traffic might indicate tracking issues or misattributed traffic. This can occur if tracking parameters or URL tagging are not properly configured3.
- Data Discrepancies and Missing Data: Users often encounter discrepancies between GA4 and other analytics tools or even within GA4 itself. Missing data can also be a problem, affecting the accuracy of reports4.
- Integration Problems: Integrating GA4 with other tools and platforms can sometimes be problematic, leading to incomplete or inaccurate data collection4.
