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Insider One and Google Analytics use different tracking methods, and you might find gaps between the data collected by the two tools. Each tool uses its own tracking algorithm. The most common issues and their causes are:
What are the differences in metric definitions between Universal Analytics and Google Analytics 4?
Users
| Metric | Universal Analytics (UA) | Google Analytics 4 (GA4) |
|---|---|---|
| Total Users | Primary user metric in UA: Total number of users | Total number of unique users who logged an event |
| New Users | Number of users who interacted with your site for the first time | Number of users who interacted with your site or launched your app for the first time. The metric is measured by the number of new unique user IDs that logged the first_open or first_visit event |
| Active Users | N/A | Primary user metric in GA4: Number of distinct users who visited your website or application. An active user is any user who has an engaged session, or when Analytics collects: - the first_visit event or engagement_time_msec parameter from a website - the first_open event or engagement_time_msec parameter from an Android app - the first_open or user_engagement event from an iOS app |
Conversions
| Metric | Universal Analytics | Google Analytics 4 (GA4) |
|---|---|---|
| Key Events | You define a goal to indicate that a particular user action is to be considered a conversion. For example, if you define a Form Submit goal, a conversion will be registered each time a user submits the form. UA counts only one conversion per session for each goal. So, if a user submits the form twice during the same session, only one conversion will be counted for the Form Submit goal. | You specify a key event for each action that you want to count as a key event. For example, if you specify that the Form Submit event is a key event, a key event will be registered each time a user submits the form. GA4 usually counts every instance of the key event, even if the same key event is recorded multiple times during the same session. So, if a user submits the form twice during the same session, 2 key events will be counted. |
Sessions
| Metric | Universal Analytics (UA) | Google Analytics 4 (GA4) |
|---|---|---|
| Sessions | The period during which a user is actively engaged with your website or app is defined by several parameters that can cause a session to end. For example: - A session will end after more than 30 minutes of inactivity, depending on the session timeout settings. - A session will end when the timestamp cuts off at midnight, based on the timezone the view is set up in. - A session will end if new campaign parameters are encountered. If any of these conditions are met: - A new session will start if the user returns after a session timeout. - A new session will start if the user is on the website when midnight arrives. - A new session will start if the user picks up new campaign parameters while on the website. | The session_start event generates a unique session ID, which Analytics uses to associate each subsequent event with its corresponding session. A session will end under the following conditions: - There has been more than a 30-minute period of inactivity, based on the session timeout settings. - Sessions are not restarted at midnight or when new campaign parameters are encountered. A new session will begin if a user returns after a session timeout. |
Purchases
| Metric | Universal Analytics (UA) | Google Analytics 4 (GA4) |
|---|---|---|
| Purchases | purchase events are fired within the Enhanced Ecommerce model. Data is pulled from a products array via Google Analytics-provided JavaScript and collected in a purchase event when you choose to send that event. | Purchase events are recommended and collect data similarly to Universal Analytics (UA), but there are some differences. They do not provide additional JavaScript for array collection. Instead, you are expected to supply the items array when collecting a purchase event on your own. The same guidance applies to populating a data layer object. |
Do Google and Insider One track Google AdBlocker users with the same method?
- Universal Analytics does not generate Client IDs for visitors using AdBlock. Since they do not have a Client ID, Adblock users are not counted as “Users.”
- Insider One generates cookies for visitors using AdBlock.
For example, if a user has AdBlock and visits the website,
- UA does not track the user.
- Insider One records the user having Adblock. In this case, a discrepancy can occur between Insider One and UA.
Do I observe any errors when implementing one of the two tags?
You need to integrate Universal Analytics and Insider Tag exactly in the same place (you should use the same tracking ID) and implement the Insider Tag on every page.
It is possible that you implemented one of the two tags poorly, and as a result, the information is sent twice (or not sent).
To check it, open your Network to a page where the test is active. Reload the test page. By filtering on the hit name, you will see if the tool sends a single hit of each type (page view or event):.png)
Does having more than one domain result in a data difference?
If you have more than one domain, it is checked whether all domains have the Insider Tag. If data is sent to Universal Analytics under the same tracker ID in domains that do not have the Insider One API, it might cause a discrepancy.
If the Insider Tag is located in all domains and the data is sent to Universal Analytics under different tracker IDs, this might also cause the discrepancy.
Can the accounts using the mobile apps be listed under the Web Universal Analytics Account?
Your Mobile App and Web data with the Mobile App can be kept under the same tracker ID. However, Web and App users are kept separate on the Insider One Platform. It is very important to compare the metrics under the same conditions.
Do Universal Analytics and Insider One track the users who accepted the Cookie Policy in the same way?
Most of the websites have a Cookie policy for security reasons and GDPR compliance.
Insider cookie (squid) is downloaded regardless of the integration type. In some cases, Universal Analytics cookies are not downloaded unless the user accepts the cookie warning. This might cause the difference between UA and Insider data.
| Insider One vs. Universal Analytics (UA) | |
|---|---|
| Insider One creates a value in the local storage for every visitor to recognize whether a user is a first-time user or a returning user. | UA tracks all visits to a page (both first-time visitors and returning users). Sessions data is the total number of visits to the website. |
| Impression data in Insider One only records first-time visitors who landed on the page where the experiment is live. | UA tracks visit-based impression data on session duration (30 mins). |
| Insider generates a cookie for visitors using AdBlock. | UA does not generate Client IDs for visitors using AdBlock. |
| If a user has AdBlock and visits the website, Insider records the user. | If a user has AdBlock and visits the website, GA does not track the user. |
| Insider One counts bot users on the platform. | UA does not count bot accounts as users. |
| Insider cookie (squid) is downloaded regardless of the integration type. | UA cookies are not downloaded unless the user accepts the cookie warning in some cases. |