Pageoptimized
Troubleshooting

When an Analytics number looks wrong

Most of these are not bugs. They are Google being more particular than it looks, and the section tries to say so on the screen rather than leaving you to find out. Here is the longer version of each note.

Most of these are not bugs. They are Google being more particular than it looks, and the section tries to say so on the screen rather than leaving you to find out. Here is the longer version of each note.

"Sessions here are lower than in my Analytics"

Everything in this section is organic search only by default. Your own Analytics is showing you every channel — direct, email, paid, social, referral.

Switch the toggle at the top to All traffic and the numbers should line up. If they still do not, read the next one.

"Search Console says 1,000 clicks, Analytics says 700 sessions"

Both are counting the same arrival from two sides, so a persistent gap is real and worth chasing. It is almost never people leaving before the page loads.

The usual causes, in order of likelihood: a consent banner that blocks the Analytics tag until someone accepts, ad blockers, a tag that fires late or not at all on some templates, and redirects that lose the referrer.

The Overview tab names this itself when the gap passes about a quarter of your clicks, because it drags down every conversion rate on the screen — the visits are missing from the denominator while the conversions they produced are not.

"Age and gender are empty"

Google only collects those when Google Signals is switched on in the property's data settings, and it will not backfill them once you turn it on — collection starts from that day.

The tab says "Google Signals is off for this property" rather than drawing an empty chart, because an empty chart reads as "nobody visits", which is a much more alarming and completely different claim.

"The percentages in a breakdown do not add up to my total"

Google applies a minimum sample size to some breakdowns and simply drops the rows underneath it. The rows vanish; the total does not.

Where that happens, the tab says roughly how many sessions were withheld and what share of your traffic the breakdown does cover. Treat small segments there as a floor, not a count.

"Reached the bottom is blank for every page"

That comes from Analytics' scroll event, which is part of enhanced measurement and can be switched off. If it is off, we cannot measure it and say so rather than showing 0%.

Worth knowing even when it is on: that event fires once, at 90% depth. It is a "read to the end" flag, not a scroll-depth curve, and a page at 20% is not a page people got a fifth of the way down.

"Outbound clicks looks far too low"

Analytics' click event counts clicks that leave your site. Internal links are page views, not clicks. A page with heavy internal navigation and no external links will legitimately show almost none.

"Leads is zero and we definitely get leads"

Nothing is mapped yet. Open Setup and say which of your events is a lead — see Setting up outcomes, page groups and your own metrics. Until then the section can only count key events, and it will say "actions taken" rather than guessing which kind.

"A rate is blank on a page that clearly has traffic"

Rates are hidden below about thirty sessions. A page with three visits and one lead has a 33% conversion rate and no information in it, and ranking on that number puts every dead page at the top of the list.

"The chart stops two days ago"

Deliberate. Analytics keeps revising the most recent day or two, so the window ends where the numbers stop moving. A chart that dips at the right-hand edge every single time teaches you to ignore the right-hand edge.

"Where they went next does not match my funnel"

Google's reporting API has no path or journey report — that lives in Explorations and the BigQuery export only. What we can see is the page somebody was on immediately before, so the next-page list is rebuilt from those: this page linked somewhere and somebody followed it.

It is a real, checkable step between two pages. It is not a session path, and the panel says so rather than implying we watched a journey we did not.

Still not right?

If the numbers move in a way none of this explains, open a ticket with the page, the date range and the toggle you had set. See also A number looks wrong for the same question about the rest of the product.