Expand my Community achievements bar.

The Analytics Community Lens news letter for February 2024 is now here! Come see upcoming events and what's been going on in the community!

Possible reasons for missing data in Adobe Analytics


Level 2


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?


2 Replies


Level 10

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.


Employee Advisor

Duplicate Purchase


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


internal URL filters

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