TROUBLESHOOTING & FAQs
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      Why Don't My MultiHub Reports Match GA4 Exactly?

      GA4 and BigQuery have different objectives and handle data in distinct ways. GA4's standard reporting includes value-added features, while BigQuery export gives you raw data for custom analysis.

      MultiHub pulls in GA4 data through BigQuery using the Analytics Data API. Google Analytics 4 and BigQuery serve different purposes when it comes to handling data. Here's why they don't always match up:

      1. Data Collection and Processing:

        • Google Analytics collects data from websites and apps using various methods like Google Tag, Google Tag Manager, SDKs, etc. It then adds extra value to this data before showing it in standard reports and other analytics features.
        • BigQuery, on the other hand, is a tool that allows users to access the raw data that was sent to Google Analytics. It doesn't include all the extra value added by Google Analytics.

      2. Standard Reporting vs. Customization:

        • Google Analytics standard reporting is designed to give most users valuable insights with minimal effort. These reports include enhanced data with features like Google Signals, modeling, traffic attribution, and predictions.
        • Some users may have unique needs and want to create their own custom analysis. For these users, BigQuery event export provides a starting point by giving them the raw data, but it won't have the same level of enhancement as the standard reports. 

      3. Reconciling Differences:

        • For a large number of use cases, the standard GA4 reporting and the BigQuery export data aren't expected to be reconcilable when it comes to these value-addition parts. 
        • It's important to note that for specific use cases and when focusing on certain aspects of the data, you may encounter differences between the two data sources.
      4. MultiHub is Designed to Replicate GA4 Reporting as Closely as Possible. 
        • When creating GA4 reports in MultiHub, we strive to use dimensions replicating the GA4 standard reporting but some discrepancies are expected and completely normal.