Have you noticed latency issues on Google Analytics lately? Do the statistics show a huge drop in your website traffic? Rest assured, you are not the only one concerned. Google Analytics reportedly experienced latency issues…
Latency problem: why worry about it?
Used by over 87% of the top 10,000 websites online, Google Analytics is arguably the most popular website analytics tool. Apart from easily integrating with every website with a simple tracking code, it is free and can accurately track your website data.
Nevertheless, Google Analytics has some limitations, sometimes with data latency and sampling issues. By definition, latency is the time it takes for a piece of data to be transferred from its source to its destination. In other words, it is the round trip time from browser to server.
While small website users aren’t really affected, latency can have a big impact on large enterprises as well as e-commerce or lead generation sites with a large volume of data. The same goes for websites that launch new campaigns and experience sudden spikes in traffic. Whether delayed or incorrect, this data can make it difficult to identify growth opportunities and/or lead to poor marketing decisions.
The problem would have been solved…
Officially, Google Analytics processes data every hour, but it can take 24-48 hours. In early April, however, the platform encountered a huge bug. Originally reported on April 1, 2022 and confirmed 4 days later by Ginny Marvin, Ads Liaison at Google, this led to unexpected platform issues including high latency and receiving error messages from a large number of users.
On April 7, 2022, the issue would have been resolved for the majority of users, but there still appears to be a lag in reporting.
April 7 on this subject indicated “we have taken note ofan issue that lasts between 2022-04-05 14:08:29 PDT and 2022-04-06 15:28:54 PDT where Universal Analytics has a problem with its real-time reporting interface. Therefore, the interface may show incomplete results or even no data. Google posted on this advisory that “this issue has been resolved”.
On April 11, Google released another Google Analytics issue:
” We are currently investigating reports of an incident related to Google Analytics. We will provide you with more information as soon as possible. Affected users can access Google Analytics, but see error messages, or experience high latency and/or other unexpected behavior.
Our team is continuing to research this issue. We will let you know by Apr 11, 2022, 22:00 UTC with more information on this. We thank you for your patience. Affected users can access Google Analytics, but see error messages, or experience high latency and/or other unexpected behavior.”
Later he publishes:
“The issue with Google Analytics is resolved. We apologize for the inconvenience. We thank you for your patience and understanding. Affected users can access Google Analytics, but see error messages, or experience high latency and/or other unexpected behavior.”
Apparently the latency issue has been resolved, but several users are still seeing incorrect data on Google Analytics. Do not forget it in your next follow-ups.