If you’re using Google Analytics (GA), you could be making costly business decisions based on inaccurate reports. This is because GA implements data sampling once you’ve collected a certain amount of data. So what you get in a GA report is an estimate rather than the full picture.
While there is a calculation applied to get a sample that gives you good enough insights, we don’t encourage you to settle for just “good enough” data. To make confident, data-driven decisions, you’ll want the actual facts.