How Sampling Works in Google Analytics 4 [Answered]

In data analysis, sampling is the practice of analyzing a subset of all data in order to uncover meaningful information in the larger data set.

In Google Analytics, sampling is used for understanding campaign performance and improving future campaigns.

OnlineMetrics contributor Paul Koks has published a post on how sampling works in Google Analytics 4.

He says, “I have been using Google Analytics for 10+ years now and one of the biggest pains in Universal Analytics is sampling. There are certainly ways to deal with it, but for the regular (non-paying) user there isn’t a very good solution.

Today, I will dive into the concept of data sampling in Google Analytics 4 and related topics you need to understand to remain confident in your data.