Firm Media has once again identified significant data loss issues within Google Analytics 4 (GA4). Our SEO experts along with others from around the world have been intermittently unable to retrieve website traffic data for extended periods, sometimes spanning weeks or even months of visitor activity. As happened in October, we were one of the first to detect this problem.
The exact cause of these data loss incidents remains under investigation, but speculation points to potential server-side issues, data processing errors, or bugs within the GA4 platform itself. Users have documented instances where data appears to vanish and then reappear inconsistently, suggesting a problem with data stability.
The scale of this problem is still being determined, but the widespread nature of user complaints across online forums and social media suggests that it is not isolated. Google has acknowledged that it is aware of the reported data discrepancies and is actively working to resolve them. However, a clear timeline for a complete fix has not been publicly announced, leaving us concerned about the reliability of GA4 data for their business needs.
You will hear more about this during your upcoming JSR if it impacts your site’s reporting.
