Common data problems.
THE NUMBERS ARE TOO HIGH
Your own visits are counted Bot traffic is included The tracking code is installed twice
THAT LAST ONE
Doubles everything and is common after a plugin and a manual installation.
THE NUMBERS ARE TOO LOW
The code is missing from some pages It is blocked by a browser or extension Caching is preventing it loading
THE BLOCKING POINT
A proportion of visitors block analytics entirely.
Your real traffic is higher than reported. That is normal.
THE NUMBERS SUDDENLY CHANGED
Check whether anything was changed on the site Check whether the tracking code is still present
A redesign that drops the tracking code produces a dramatic and false drop.
ANALYTICS AND SERVER STATISTICS DISAGREE
They measure different things.
Server logs include bots. Analytics mostly does not.
The gap is normal and frequently large.
WHAT TO TRUST
Trends more than absolute numbers.
