One of the most common questions that we receive from our customers is about why the numbers they see in their Google Analytics (GA) account (or other third-party analytics providers) don't always match the numbers in Siteimprove Analytics. It's a legitimate question – with many answers.

Below I address and elaborate on six possible explanations for these differences, knowing that there are likely many more causes of the discrepancies between the numbers we provide and the numbers that customers see in GA and other analytics tools.