This talk was originally delivered by Jess Spate during a brightonSEO Conference.
When and where does data sampling occur in Google Analytics, and when do you need to be worried about it? How heavily your data is sampled and what impact that has on the conclusions you can safely draw depend on extraction methods, sample sizes, and more. There are ways for high traffic sites to ease sampling problems too. Small sample sizes can be misleading too. When can you be certain enough to base a major business decision on your numbers?
Jess is the analytics implementation specialist at JB Analytics. She has a PhD in data mining and spends most of her time in Google Analytics.
Check out this episode!