GA4のレポート画面の数値データは、イベント発生時から何時間後に確定するのか?

GA4の数値データは、イベント発生時から何時間後に確定するのか?

本日、今現時点でのデータがレポート上の数字として確定するのはいつか(何時間後か)という問題について考えるためには、Googleの公式見解が述べられている下記の2つのドキュメントから合わせて考える必要があります。

なお、Google側では、この2つの情報を考え合わせると、どうなるかという結論は述べておりません。ここからの判断は、公式的なものはなく、ユーザー側で判断するしかないということになります。

1.レイトヒット問題

公式ドキュメントからの引用:

https://support.google.com/analytics/answer/9964640?hl=ja#zippy=%2C%E3%81%93%E3%81%AE%E8%A8%98%E4%BA%8B%E3%81%AE%E5%86%85%E5%AE%B9

ユーザーのデバイスでイベントが発生後、すぐにGA4に送信されないヒットを「レイトヒット」と言います。

ユニバーサル アナリティクスでは、前日の終了から 4 時間以内に届いたヒットが処理されます。Google アナリティクス 4 では、最大 72 時間遅れて届いたイベントも処理されます。Google アナリティクス 4 のイベントの場合、より長い期間が処理の対象となります。そのため、Google アナリティクス 4 プロパティでのセッション数が多くなったり、処理対象期間である 72 時間で報告される数値が変動したりすることがあります

https://support.google.com/analytics/answer/9964640?hl=ja#zippy=%2C%E3%81%93%E3%81%AE%E8%A8%98%E4%BA%8B%E3%81%AE%E5%86%85%E5%AE%B9

2.データ収集からレポートに表示されるまでの遅延問題

公式ドキュメントからの引用:

https://support.google.com/analytics/answer/9333790?hl=ja

レポートとデータ探索ツールの多くにおいて、ウェブサイトまたはアプリのデータの処理に 24~48 時間かかることがあります。

https://support.google.com/analytics/answer/9333790?hl=ja

上記の2つの情報をまとめた公式見解は今の所、ネット上に無いため、計算は当社の方法によりますが、次のようになります。

GA4のデータが確定するまでの時間は、以下のようになります。

ユーザーのインターネット接続が中断した場合でも、接続が復旧すればデータを取得できるという仕様があるため、最大で72時間かかる可能性があります。

GA4の公式サイトによると、データが取得されてから48時間は、数値がレポートに反映されない場合があるということです。

つまり、データの取得には最大で72時間かかる可能性があるため、レポート表示前のデータが確定するまでには最大、72時間の時間が必要となります。加えて、取得からレポート表示までに48時間かかることがあるため、データが完全に反映されるまでには最大で120時間(72時間+48時間)掛かる可能性があると言えます。

ただし、この計算はあくまでも最大値と最大値を足し算した値であり、ほとんどのデータはもっと早く処理が終わっている可能性が高いと言えます。多くの企業様のGA4レポートを作成させていただいている当社でも、翌日と1週間後を比較して、数値が変わっていない場合が98%程度(あくまでも当社のお客様に関して)、変わっていた場合も、数値差は1%程度前後です。

登山などで使用されるアプリなどのケース

ただし、次のようなケースは、タイムラグを考慮する必要があります。

登山中のユーザーがよく使用するアプリがあったとします。ネットに接続されていない状態でユーザーは長時間、登山を行うため、GA4へのデータ送信が下山と同時に始まる可能性があります。このような場合、レポート画面上のこのアプリの計測値は大きな誤差が生じることになります。

3. サンプリングについて

サンプリングは上記1、2の遅延とは、別の側面から考えるべき仕様であり、上記1、2と統合して正しく計算することは難しいと考えられます。

GA4では、レポートに表示される数値にサンプリングが適用されることがあります。サンプリングとは、膨大なデータの中から一部を抽出して分析することで、全体像を把握する手法のことです。

GA4では、サンプリングが適用されるのは、大量のデータを処理する際に、処理時間を短縮するために行われます。特に、レポートに表示するデータが多く、処理に時間がかかる場合、サンプリングが適用されることがあります。

サンプリングは、ランダムにデータを抽出することで行われます。つまり、全てのデータを分析するのではなく、一部のデータを抽出して分析することで、全体像を推測するわけです。例えば、100万件のアクセスデータがある場合、全てのデータを分析すると時間がかかりますが、10万件のデータを抽出して分析することで、全体像の傾向を把握することができます。

ただし、サンプリングにより、データが歪められることがあります。サンプリングされたデータによっては、本来のデータと異なる結果が出ることがあるため、注意が必要です。特に、サンプリングされるデータが偏っている場合、正確な分析結果を得ることができない場合があります。

したがって、GA4でレポートを分析する際には、サンプリングが適用されている場合には、その旨を認識し、結果を解釈する際には注意が必要です。また、サンプリングを回避する方法としては、データを細かく分割して分析する方法があります。例えば、特定の期間やページなど、限定的なデータを抽出して分析することで、サンプリングを回避することができる可能性がありますが、ウェブサイトによって、データ量が異なるため、こうすれば大丈夫と言うことは、一律には言えないのが実情です。

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ランキング(週間)

  1. 1

    GA4 「ページ ロケーション」と「ページ パス と スクリーン クラス」何が違う?ドメインの有無以外にもパラメータの扱いに違いあり

  2. 2

    GA4 拡張計測機能の新顔「フォームの操作」 form_start, form_submit

  3. 3

    GA4のレポート画面の数値データは、イベント発生時から何時間後に確定するのか?

  4. 4

    GA4の探索で「ページ別訪問数」を見ることは可能か?

  5. 5

    GA4 クロスドメイン設定では、リンク先に「_gl」パラメータが付く。勝手なパラメータを付けるとエラーになるページは要注意

  6. 6

    GA4の指標「総ユーザー数」VS「アクティブ ユーザー数」

  7. 7

    Ads Data Hub(ADH) とはどんなものですか?GA4との関連は?

  8. 8

    YouTubeの概要欄に貼られたリンクをクリックしてサイトを訪れたユーザーを計測するために

  9. 9

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  10. 10

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