Difference under 10% between IO and GA as well as with other analytics tools is natural.

Here are the most common reasons why the difference can be more significant:

  1. Difference in setup. Endless scroll, galleries, sliders can be tracked differently by different systems.
  2. Codes were not added to all the platforms: mobile version of the website, AMP or Instant Articles, mobile app.
  3. Comparing different metrics. Make sure you compare pageviews to pageviews, uniques to uniques, etc. Also make sure you select equal timeframes while comparing data.
  4. Different logic. Sometimes it is not a discrepancy, it is how it should be. For example Real time tracking in GA and in IO (*link to an article about this*).

If the difference is more than 10%, you feel uncomfortable with the data and not sure if your case is one of the listed - please let us know. We will do our best to find the reason.

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