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The Risk of Data Sampling: ClickDimensions Example

Background

When pulling data from Google Analytics, you may run into data sampling.

In many cases, data sampling is not an issue.
However in some cases – especially when looking for a ‘needle-in-a-haystack’ – data sampling can have a large effect and can provide very misleading data.

In these cases, you can often use smaller date ranges to access unsampled data. There are tools available – such as the AnalyticsEdge Microsoft Excel plug-in – which will automatically pull small date ranges to avoid sampling and then stitch the resulting data back together for you.

Sampling Example

Account: Mason Google Analytics Roll-Up
Property: Mason Google Analytics Roll-Up
View: [PROD] Mason Roll-Up – default 2.0 (2015-12-08)
Report: Acquisition / Campaigns / All Campaigns
Date Range: Feb 1, 2017 – March 27, 2018
Filter: Campaign Source = “ClickDimensions”
Secondary Dimension: Landing Page

First, note that, once we added the secondary dimension, the report now indicates that it is using sampled data.

Also note the unusual distribution of sessions. Session counts for each landing page appear to fall into one of only a few different values.
Furthermore, since these landing page URLs contain unique identifiers, it is even more unlikely that these session counts are accurate.

Let’s do some more detailed analysis.

Comparison of Sampled vs. Unsampled Data

Compare the following two datasets, which were pulled using the AnalyticsEdge Microsoft Excel plugin.
One is using sampled data, the other is not.

Account: Mason Google Analytics Roll-Up
Property: Mason Google Analytics Roll-Up
View: [PROD] Mason Roll-Up – default 2.0 (2015-12-08)
Date Range: 2016-12-01 – 2018-02-21
Filter: Campaign Source = “ClickDimensions”
Dimension: Landing Page
Metric: Sessions

Sampled Data

50 total rows

Note that many of the metrics for smaller values are identical.
This is a hallmark of sampled data.

Landing Page Sessions
www2.gmu.edu/academics 7293
www2.gmu.edu/ 5566
www2.gmu.edu/admissions-aid/visit-mason 3190
www2.gmu.edu/admissions-aid/visit-mason/virtual-tour 2336
financialaid.gmu.edu/scholarships/ 1069
www2.gmu.edu/admissions-aid 932
www2.gmu.edu/admissions-aid/paying-for-college 574
www2.gmu.edu/admissions-aid/financial-aid 539
honorscollege.gmu.edu/ 536
www2.gmu.edu/student-life 467
www2.gmu.edu/research 358
www2.gmu.edu/admissions-aid/apply-now 322
www2.gmu.edu/academics/internships 321
admissions.gmu.edu/event.asp 214
www2.gmu.edu/academics/arts-creative-study 214
www2.gmu.edu/admissions-aid/financial-aid/types-aid/scholarships/mason-scholarships 178
chhs.gmu.edu/nursing/camp/index.cfm 178
www2.gmu.edu/located-for-opportunity/let-me-off-1600-pennsylvania-avenue-mason-students-intern-white-house 178
www2.gmu.edu/admissions-aid/visit-mason/meet-your-counselor 143
www2.gmu.edu/academics/languages-and-culture 143
biology.gmu.edu/academics/degree-programs/ 107
www2.gmu.edu/student-life/activities-and-events 72
www2.gmu.edu/academics/mason-study-abroad 72
cos.gmu.edu/forensic-science/ 71
www2.gmu.edu/admissions-aid/request-information 71
www2.gmu.edu/admissions-aid/financial-aid/types-aid/scholarships/outside-scholarship-list 71
catalog.gmu.edu/index.php 71
economics.gmu.edu/programs/la-minor-econ-econ 36
dance.gmu.edu/program/view/19483 36
cos.gmu.edu/chemistry/undergraduate-programs/ 36
chhs.gmu.edu/nursing/index.cfm 36
chhs.gmu.edu/nursing/ 36
chhs.gmu.edu/nursing/admissions/newly-admitted-students.cfm 36
cos.gmu.edu/ggs/academic-programs/bs-in-geography/ 36
www2.gmu.edu/student-life/clubs-and-organizations 36
www2.gmu.edu/research/health-and-biomedical 36
www2.gmu.edu/news/1423 36
www2.gmu.edu/located-for-opportunity/space-first-frontier-career-path 36
www2.gmu.edu/admissions-aid/how-apply/graduate 36
www2.gmu.edu/admissions-aid/how-apply/freshman 36
www2.gmu.edu/academics/business-and-economics 36
www2.gmu.edu/academics/science-and-biomedicine 36
honorscollege.gmu.edu/why-honors/learning-community 36
www2.gmu.edu/academics/engineering 36
aaas.gmu.edu/ 36
rht.gmu.edu/kinesiology/minor/ 36
rht.gmu.edu/athletic-training/ 36
recreation.gmu.edu/ 36
ls.gmu.edu/government-contracting/accounting-standards 36
www2.gmu.edu/admissions-aid/financial-aid/types-aid/scholarships 36

Unsampled Data

393 total rows

Note that we now see many, many more rows, and we seem to have more accurate (less artifically consistent) metrics.

Landing Page Sessions
www2.gmu.edu/academics 8447
www2.gmu.edu/ 5636
www2.gmu.edu/admissions-aid/visit-mason 2655
www2.gmu.edu/admissions-aid/visit-mason/virtual-tour 2624
www2.gmu.edu/admissions-aid 1081
financialaid.gmu.edu/scholarships/ 991
www2.gmu.edu/admissions-aid/paying-for-college 839
www2.gmu.edu/student-life 618
www2.gmu.edu/admissions-aid/financial-aid 427
www2.gmu.edu/research 427
honorscollege.gmu.edu/ 331
www2.gmu.edu/admissions-aid/apply-now 263
www2.gmu.edu/academics/health-and-well-being 121
www2.gmu.edu/student-life/clubs-and-organizations 88
www2.gmu.edu/academics/engineering 82
www2.gmu.edu/academics/forensic-science-and-criminology 79
www2.gmu.edu/academics/mason-study-abroad 69
www2.gmu.edu/about-mason 68
www2.gmu.edu/admissions-aid/visit-mason/meet-your-counselor 66
rht.gmu.edu/athletic-training/ 64
ls.gmu.edu/government-contracting/accounting-standards 61
www2.gmu.edu/located-for-opportunity/let-me-off-1600-pennsylvania-avenue-mason-students-intern-white-house 61
www2.gmu.edu/admissions-aid/financial-aid/types-aid/scholarships 60
www2.gmu.edu/news/1423 60
www2.gmu.edu/academics/internships 60
admissions.gmu.edu/event.asp 52
www2.gmu.edu/academics/science-and-biomedicine 52
www2.gmu.edu/admissions-aid/how-apply/freshman 50
www2.gmu.edu/located-for-opportunity/space-first-frontier-career-path 41
honorscollege.gmu.edu/why-honors/learning-community 38
volgenau.gmu.edu/program/view/20496 35
www2.gmu.edu/academics/law 33
www2.gmu.edu/student-life/get-job 31
www2.gmu.edu/admissions-aid/financial-aid/types-aid/scholarships/mason-scholarships 31
www2.gmu.edu/research/health-and-biomedical 30
www2.gmu.edu/academics/arts-creative-study 26
www2.gmu.edu/admissions-aid/request-information 26
chhs.gmu.edu/nursing/index.cfm 25
admissions.gmu.edu/meetmason/ 22
cos.gmu.edu/forensic-science/ 21
www2.gmu.edu/admissions-aid/financial-aid/how-apply-for-financial-aid 19
cls.gmu.edu/programs/la-ba-cls 17
www2.gmu.edu/search/open house 17
cos.gmu.edu/academics/undergraduate-academics/ 17
(not set) 15
www2.gmu.edu/admissions-aid/how-apply/freshmen 15
cos.gmu.edu/ 15
si.gmu.edu/events/masonday/ 15
www2.gmu.edu/search/fall open house 14
neuroscience.gmu.edu/about-the-program 14
chhs.gmu.edu/nursing/ 14
www2.gmu.edu/academics/computer-science-and-information-technology 13
fams.gmu.edu/programs/la-minor-la-film 13
www2.gmu.edu/redefining-excellence/getting-know-our-nearest-star 13
www2.gmu.edu/student-life/activities-and-events 12
www2.gmu.edu/news/440976 12
www2.gmu.edu/academics/languages-and-culture 11
www2.gmu.edu/academics/business-and-economics 11
www2.gmu.edu/academics/global 10
www2.gmu.edu/academics/sports-recreation-and-tourism 10
www2.gmu.edu/academics/social-and-human-behavior 10
gse.gmu.edu/educational-psychology/ 10
volgenau.gmu.edu/program/view/20494 10
studentaccounts.gmu.edu/tuition-fees/ 9
www2.gmu.edu/admissions-aid/how-apply/international 9
psychology.gmu.edu/programs/la-bs-psyc 9
cvpa.gmu.edu/admissions/visit-us/undergrad-open-house 9
economics.gmu.edu/ 9
www2.gmu.edu/admissions-aid/financial-aid/eligibility 8
cehd.gmu.edu/ 8
ppe.gmu.edu/about-the-program/what-can-i-do-with-a-ppe-degree 8
chss.gmu.edu/apply 8
biology.gmu.edu/academics/degree-programs/ 8
business.gmu.edu/undergraduate/majors/marketing/ 7
housing.gmu.edu/ 7
integrative.gmu.edu/programs/la-ba-ints-ind/requirements 7
www2.gmu.edu/admissions-aid/how-apply/graduate 6
chhs.gmu.edu/nursing/camp/index.cfm 6
www2.gmu.edu/news 6
volgenau.gmu.edu/ 6
rht.gmu.edu/kinesiology/kinesiology-degree-requirements 6
soa.gmu.edu/undergraduateprograms/ 6
www2.gmu.edu/academics/security 6
www2.gmu.edu/admissions-aid/how-apply/application-status 5
www2.gmu.edu/admissions-aid/financial-aid/types-aid 5
mcl.gmu.edu/ 5
smconservation.gmu.edu/ 5
business.gmu.edu/component/eventcalendar/ 5
cos.gmu.edu/chemistry/undergraduate-programs/ 5
cos.gmu.edu/about/academic-units/ 5
www2.gmu.edu/academics/accelerated-masters-programs 5
careers.gmu.edu/students/courses/index.cfm 5
www2.gmu.edu/pioneering-research/driven-discover-state-your-health 5
historyarthistory.gmu.edu/programs/la-ba-hist 5
chhs.gmu.edu/admissions/undergraduate/programs.cfm 5
volgenau.gmu.edu/bachelor-degrees 4
recreation.gmu.edu/ 4
psychology.gmu.edu/undergraduate/honors/honors-major 4
wjmc.gmu.edu/ 4
housing.gmu.edu/apply 4
cls.gmu.edu/programs/la-bs-cls 4
business.gmu.edu/ 4
dance.gmu.edu/academics/dance-programs 4
www.law.gmu.edu/academics/degrees/jd_mpp 4
orientation.gmu.edu/freshman-orientation/getting-ready-for-orientation/ 4
integrative.gmu.edu/programs/la-ba-ints-inst 4
cls.gmu.edu/programs/la-ba-cls/requirements 4
chhs.gmu.edu/hap/health-administration/bs-health-administration-health-systems-management-concentration.cfm 4
admissions.gmu.edu/youthleaders/ 4
cvpa.gmu.edu/academics/majors-and-minors 4
catalog.gmu.edu/index.php 4
business.gmu.edu/undergraduate/majors/accounting/ 3
volgenau.gmu.edu/program/view/20490 3
business.gmu.edu/undergraduate/minors/minor-in-business/ 3
www2.gmu.edu/research/regional-national-and-international-policy-issues-0 3
catalog.gmu.edu/preview_program.php 3
rht.gmu.edu/exercise-fitness-health-promotion/ 3
honorscollege.gmu.edu/admissions/prospective-freshman 3
www2.gmu.edu/academics/education 3
www2.gmu.edu/admissions-aid/financial-aid/types-aid/scholarships/outside-scholarship-list 3
chhs.gmu.edu/index.cfm 3
rht.gmu.edu/kinesiology/minor/ 3
www2.gmu.edu/admissions-aid/how-apply 3
honorscollege.gmu.edu/admissions/university-scholars 3
www2.gmu.edu/located-for-opportunity/after-stints-homeland-security-and-state-next-goal-foreign-service 3
historyarthistory.gmu.edu/programs/la-ma-acel-ah 3
chhs.gmu.edu/nursing/admissions/bsn-overview.cfm 3
www2.gmu.edu/academics/liberal-arts 3
www2.gmu.edu/research/culture-media-and-society 3
admissions.gmu.edu/requestinformation/interest.asp 3
rht.gmu.edu/health-and-physical-education 3
chhs.gmu.edu/nfs/graduate/certificate-food-security.cfm 3
chhs.gmu.edu/mph/index.cfm 3
psychology.gmu.edu/programs/la-minor-psyc-psyc 3
dance.gmu.edu/program/view/20987 2
scar.gmu.edu/impact 2
integrative.gmu.edu/programs/la-ba-ints-eced 2
gse.gmu.edu/phd-in-education/ 2
communication.gmu.edu/programs/la-ba-com-pcom 2
nursing.gmu.edu/ 2
cos.gmu.edu/about/ 2
cls.gmu.edu/contact 2
rht.gmu.edu/hospitality-tourism-and-events-management/ 2
esp.gmu.edu/academic-programs/undergraduate/environmental-science-b-s/ 2
neuroscience.gmu.edu/to-delete/phddegreereqs 2
historyarthistory.gmu.edu/programs/la-minor-la-artm 2
registrar.gmu.edu/ 2
favs.gmu.edu/ 2
itservices.gmu.edu/forms/account-management/claim-code-reset-request.cfm 2
hdfs.gmu.edu/human-development-family-science/family-health-and-well-being 2
psychology.gmu.edu/programs/la-bs-psyc/requirements 2
honorscollege.gmu.edu/why-honors/research-opportunities 2
orientation.gmu.edu/new-student-fee/ 2
english.gmu.edu/programs/la-bfa-cw 2
psychology.gmu.edu/programs/la-bs-psyc/scholarships 2
ess.gmu.edu/programs/la-ba-evss-ccso 2
honorscollege.gmu.edu/why-honors 2
psychology.gmu.edu/ 2
rht.gmu.edu/recreation-management/ 2
rht.gmu.edu/sport-management/degree-options/degree-requirements 2
psychology.gmu.edu/searches 2
www2.gmu.edu/inclusive-and-accessible/field-school-preserves-voices-1968-parks-program 2
chhs.gmu.edu/nursing/dnp/index.cfm 2
www2.gmu.edu/academics/counter-terrorism 2
www2.gmu.edu/search/medical 2
www2.gmu.edu/admissions-aid/parents-and-families 2
www2.gmu.edu/admissions-aid/request-information/information-request-form 2
www2.gmu.edu/search/architecture 2
www2.gmu.edu/driven-serve/senior-year-wants-organize-build-serve 2
www2.gmu.edu/focused-your-future/butler-keeps-her-eye-ball-games-and-life 2
www.law.gmu.edu/academics/degrees/jd_mba 2
www2.gmu.edu/focused-your-future/studies-mason-took-her-across-globe 2
atoz.gmu.edu/ 2
www2.gmu.edu/located-for-opportunity/darrell-green-‘-built-ambassador’-for-mason 2
soan.gmu.edu/programs/la-ba-soci-insc 2
www2.gmu.edu/about-mason/location 2
www2.gmu.edu/research/undergraduate-research 2
www2.gmu.edu/research/technology-and-information 2
www2.gmu.edu/node/1096 2
www2.gmu.edu/node/1941 2
careers.gmu.edu/students/jobsearch/ 2
www2.gmu.edu/research/physical-and-biological-sciences 2
chhs.gmu.edu/ 2
chss.gmu.edu/ 2
www2.gmu.edu/student-life/housing 2
www2.gmu.edu/search/location 2
www.law.gmu.edu/academics/concentrations/personal_law/ 2
www2.gmu.edu/search/rotc 2
www2.gmu.edu/search/preeschool education 2
www2.gmu.edu/student-life/where-eat 2
volgenau.gmu.edu/academics/undergraduate-programs 2
chhs.gmu.edu/rehabscience/undergraduate/bs-rehabilitation-science.cfm 2
chss.gmu.edu/events/6192 2
www2.gmu.edu/today-mason 2
www2.gmu.edu/search/physical therapy 2
www2.gmu.edu/why-mason 2
cls.gmu.edu/ 2
historyarthistory.gmu.edu/programs/la-phd-hist/overview/ 1
admissions.gmu.edu/military/ 1
business.gmu.edu/mba-programs/which-mba-is-right-for-me/ 1
fasterfarther.gmu.edu/vision/ 1
aaas.gmu.edu/ 1
historyarthistory.gmu.edu/undergraduate 1
business.gmu.edu/undergraduate/ 1
business.gmu.edu/mba-programs/analytics/ 1
esp.gmu.edu/2017/03/designing-a-new-marine-protected-area-in-the-western-antarctic-peninsula/ 1
execed.gmu.edu/all-programs 1
admissions.gmu.edu/transferguide/ 1
admissions.gmu.edu/youthleaders/default.asp 1
gse.gmu.edu/special-education/ 1
gse.gmu.edu/special-education/academics/special-education-leadership-graduate-certificate 1
gse.gmu.edu/educational-psychology/academics/ 1
gse.gmu.edu/teaching-culturally-diverse-exceptional-learners/master-concentration/ 1
admissions.gmu.edu/ 1
cfa.gmu.edu/students/ 1
favs.gmu.edu/mason-film-lab/ 1
business.gmu.edu/undergraduate/majors/finance/ 1
gse.gmu.edu/advanced-teaching-studies/ 1
global.gmu.edu/undergraduate/majors 1
business.gmu.edu/innovation/ 1
business.gmu.edu/mba-programs/ 1
favs.gmu.edu/students/internships/internship-locations/ 1
alumni.gmu.edu/s/1564/gid2/16/interior.aspx 1
communication.gmu.edu/programs/la-ba-com/requirements/ 1
cos.gmu.edu/chemistry/ 1
chhs.gmu.edu/nursing/msn/rn-to-msn-pathway.cfm 1
chhs.gmu.edu/nursing/notification.cfm 1
cos.gmu.edu/academics/ 1
cos.gmu.edu/about/research/ 1
chhs.gmu.edu/nursing/why-nursing-at-mason.cfm 1
chhs.gmu.edu/rehabscience/graduate/phd-rehabilitation-science.cfm 1
cehd.gmu.edu/teacher/ 1
chhs.gmu.edu/topic/list/all/15561 1
chhs.gmu.edu/hap/health-policy/ms-health-and-medical-policy.cfm 1
communication.gmu.edu/programs/la-ba-com 1
cls.gmu.edu/programs/la-bs-cls-hsj 1
cls.gmu.edu/programs/la-ba-cls/scholarships 1
cls.gmu.edu/programs/la-ba-cls/overview/ 1
chss.gmu.edu/scholarships 1
cls.gmu.edu/people/tenure_line_faculty 1
cls.gmu.edu/course_sections 1
chss.gmu.edu/searches 1
chhs.gmu.edu/socialwork/undergraduate/bsw-social-work.cfm 1
cvpa.gmu.edu/admissions/undergraduate-admissions/computer-game-design-admissions 1
business.gmu.edu/undergraduate/policiesproceduresforms/ 1
careers.gmu.edu/ 1
economics.gmu.edu/programs/la-minor-econ-econ 1
economics.gmu.edu/programs/la-ma-econ/overview/ 1
dance.gmu.edu/program/view/19483 1
cehd.gmu.edu/people/faculty/jsuh/ 1
cehd.gmu.edu/teacher/test/praxis 1
dance.gmu.edu/about/who-we-are 1
chhs.gmu.edu/nursing/admissions/newly-admitted-students.cfm 1
cfa.gmu.edu/tickets/free-student-tickets 1
chhs.gmu.edu/nursing/admissions/index.cfm 1
chhs.gmu.edu/contact-us.cfm 1
chhs.gmu.edu/gch/bs-community-health.cfm 1
cvpa.gmu.edu/admissions/financial-aid-and-scholarships 1
chhs.gmu.edu/hap/health-administration/bs-assisted-living-senior-housing-concentration.cfm 1
creativewriting.gmu.edu/programs/la-bfa-cw-nfic 1
cos.gmu.edu/ggs/academic-programs/bs-in-geography/ 1
cos.gmu.edu/forensic-science/about/ 1
english.gmu.edu/programs/la-ba-engl-wrtr 1
cvpa.gmu.edu/arts-management 1
www2.gmu.edu/admissions-aid/volgenau-visit-days 1
www2.gmu.edu/news/429156 1
www2.gmu.edu/admissions-aid/financial-aid/how-apply-for-financial-aid/información-en-español 1
www2.gmu.edu/admissions-aid/financial-aid/other-information/financial-aid-glossary 1
www2.gmu.edu/admissions-aid/honors-college 1
www2.gmu.edu/admissions-aid/how-apply/transfer 1
www2.gmu.edu/academics/medical-discovery 1
www2.gmu.edu/admissions-aid/visit-mason/meet-your-counselor/pete-saenz 1
www2.gmu.edu/academics/honors-college 1
www2.gmu.edu/driven-serve/degree-let-graduate-‘help-with-her-heart’ 1
www2.gmu.edu/driven-serve/students-give-voice-community-need 1
www2.gmu.edu/focused-your-future/providing-clean-power-people 1
www2.gmu.edu/located-for-opportunity/class-gives-students-clinical-experience-hospital 1
www2.gmu.edu/news/392601 1
rehabscience.gmu.edu/program/view/239086 1
www2.gmu.edu/admissions-aid/newly-admitted-students 1
wjmc.gmu.edu/daily-program-schedule/ 1
theater.gmu.edu/ 1
ulife.gmu.edu/civic-learning-and-community-engagement/ 1
volgenau.gmu.edu/about/high-tech-location-and-spaces 1
volgenau.gmu.edu/admissions/undergraduate-admissions 1
volgenau.gmu.edu/course/view/15148 1
www2.gmu.edu/admissions-aid/contact-us 1
volgenau.gmu.edu/search/fees 1
www2.gmu.edu/news/489101 1
wmst.gmu.edu/programs/la-minor-wgst-wgst/ 1
www.law.gmu.edu/academics/degrees/jd 1
www.law.gmu.edu/admissions/ 1
www2.gmu.edu/about-mason/our-campuses 1
www2.gmu.edu/academcis 1
www2.gmu.edu/academics/government-and-policy 1
volgenau.gmu.edu/expertise/globalization 1
www2.gmu.edu/search/political science 1
www2.gmu.edu/news/420151 1
www2.gmu.edu/search/freshman scholarships 1
www2.gmu.edu/search/law 1
www2.gmu.edu/search/medecine 1
www2.gmu.edu/search/nuclear engineering 1
www2.gmu.edu/search/dental 1
www2.gmu.edu/search/physchology 1
www2.gmu.edu/search/cardiology 1
www2.gmu.edu/search/scholarships 1
www2.gmu.edu/search/veterinary 1
www2.gmu.edu/search/x-ray technician 1
www2.gmu.edu/search/yellow ribbon 1
www2.gmu.edu/student-life/community 1
www2.gmu.edu/winter-graduation 1
www2.gmu.edu/search/nursing 1
www2.gmu.edu/prospective-student-events 1
www2.gmu.edu/news/501076 1
www2.gmu.edu/node/1936 1
www2.gmu.edu/node/1966 1
www2.gmu.edu/node/1976 1
www2.gmu.edu/node/2046 1
www2.gmu.edu/search/football 1
www2.gmu.edu/pioneering-research/engineering-researchers-seek-ways-prevent-plane-accidents 1
staffsenate.gmu.edu/message-from-the-chair-pride-points-employee-assistance-program-and-problem-solving-opportunities/ 1
www2.gmu.edu/research/business-and-economics 1
www2.gmu.edu/research/education-methods-teaching-learning 1
www2.gmu.edu/research/security-homeland-national-global 1
www2.gmu.edu/research/sustainability-environment-and-climate 1
www2.gmu.edu/search 1
www2.gmu.edu/search/aerospace 1
www2.gmu.edu/node/2096 1
music.gmu.edu/degree-programs/undergraduate/ 1
studentaccounts.gmu.edu/ 1
masongrad.hobsonsradius.com/ssc/aform/i80b0gazb03ex6700nb00l.ssc 1
masononline.gmu.edu/programs/geomanagement-undergraduate-certificate/ 1
masononline.gmu.edu/programs/quality-improvement-and-outcomes-management-in-health-care-systems-graduate-certificate/ 1
masononline.gmu.edu/student-resources/state-authorization/ 1
kihd.gmu.edu/ 1
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