Possible reasons for missing data in Adobe Analytics

[#1]

Hi,

As per my understanding, these are the possible reasons for missing data in Adobe Analytics UI/clickstream raw data when comparing with internal tools.

• Implementation issue
• End customer blocking traffic using Ghostery etc
• IP filer Exclusion in Admin settings
• Customer moving to the next page before page fully loaded/analytics executed on the page

Any other reasons?

Thanks

[#2]

Add to the list

• VISTA rules
• Bot filters
• Latency related to data processing (rare cases)

*the first two are a part of the implementation item, but do not have any relation to the code/SDK implementation.

Also take into account that sometimes the issue of data discrepancy is on the other end — internal tools.

[#3]

Duplicate Purchase

Hit_exclusion

Vista Rules specially like "IP Exclusion" "Moving hits from one report suite to other"

opt_out

internal URL filters

Most common example listed here: Adobe Analytics Help | How to exclude data in Adobe Analytics