Google Analytics: Why Your Reports Are Not 100% Accurate

It may come as a shock to you, but Google Analytics reports reflect only a tiny part of your real statistics. It’s not that you’re doing it all wrong, it’s just that even Google cannot possibly track every single Internet user. While you can fix some Google Analytics problems, others currently have no real solutions.

Today we’ll talk about the latter category. You can’t fix these problems, but you should be aware of their existence to make informed judgements based on your reports.


No Cookies is one of the problems you can’t fix. Google Analytics is unable to track users who have disabled cookies. No cookies, no data — simple as that. Cookies are essential because they tag users and record information about their activity on your website over the course of multiple visits. There are dozens of reasons why cookies can cause problems:

  • The user’s firewall deletes or blocks cookies
  • The user deletes them manually
  • The user’s browser doesn’t accept cookies

FAQ: The user enabled cookies, but GA still can’t track any data. Why is this?

There may be two reasons:

  1. Disabled JavaScript: Google Analytics can’t track users whose browser is unable to load the JavaScript tags placed in the page’s code.
  • Google hasn’t processed the data yet: GA is 6–24 hours behind based on the size of your website, so be patient and check the report later. To make sure that your data is being collected, jump to Real Time Mode, where information will appear within 15 minutes.

Read more: Google Analytics: Why Your Reports Are Not 100% Accurate