What is data sampling?
Data sampling is when analytics uses a portion of your data to estimate results quickly, instead of counting every event.
When a report or exploration covers a very large amount of data, GA4 may analyze a sample and scale the results up. Sampled results are estimates, and GA4 marks them with an icon that shows how much data was used. Sampling mostly affects explorations on busy sites over long date ranges. Most small business properties rarely see it. Standard reports are not sampled.
Why it matters for your business: If you see the sampling notice, shorten the date range or simplify the analysis to get exact numbers.
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