I am here once again. I have noticed that one of my client's website Organic traffic and referral traffic data have mismatched on Google analytics. When I calculate daily organic data of last 7 day's data then total traffic is 1,933 but the Google analytics is showing 1,805 same as on referral traffic total data of last 7 days is 355 but the google analytics is showing 276. I do not understand why is the data showing mismatched? Please help me. Here is the screenshot below:

enter image description here

  • In what way are they mismatched? Mismatched compared to what? You're calculating from where? If it's from server log files, the disparity is probably due to filters used by Analytics (typically bots being excluded) or perhaps users with JavaScript disabled. Commented Jan 9, 2022 at 12:56
  • Thank you for your response. I basically calculate the data on daily basic and maintain an excel. For an example on daily basis traffic below: 1st Jan - Organic traffic received : 295 2nd Jan - Organic traffic received : 223 3rd Jan - Organic traffic received : 273 4th Jan -Organic traffic received : 269 5th Jan - Organic traffic received : 287 6th - Organic traffic received : 313 7th Jan - Organic traffic received : 273 So If I calculate the total number of data of last 7 days then total traffic should be 1,933 but analytics is showing 1,805. I do not have any filter.
    – Olivia
    Commented Jan 10, 2022 at 4:55
  • I do not create any filter on analytics. and that's my concern if daily data got right on analytics then why did total traffic got mismatched by Google analytics. It will be applied for referral traffic data as well.
    – Olivia
    Commented Jan 10, 2022 at 5:04

1 Answer 1


You are comparing a daily running tally of users on the site, with the weekly total in Analytics.

The problem is, if a visitor comes to the site more than once during that week, you'll be counting them each time in the daily tally, and Analytics will only count them once for the week. As "Users" is literally "individual visitors during this period" (although that's based on Analytics best estimation, using devices and accounts, so it's not entirely foolproof).

As an example, let's say there are three people who have visited your site, Person A, Person B, and Person C.

  • Person A visits the site on Monday and Tuesday.
  • Person B visits the site only on Monday.
  • Person C visits the site only on Tuesday.

Looking at the Analytics data for just Monday or Tuesday, would both show two users, because two different users visited the site each day. But looking at the data for both Monday and Tuesday would show only three users, because only three different users visited the site over that period.

That is what accounts for the discrepancy you're seeing.

A better metric might be to look at sessions. Those are each unique and represent the sum of all visits to the site.

If you'd like to see a breakdown of daily users that does match with the weekly total, you can add "Day of the Month" as a secondary dimension to the weekly report. That will show you the totals with users returning during that period excluded from subsequent days. There are several "day" secondary dimensions, but in your case "day of the month" is going to give the clearest breakdown of data.

  • Here is the breakdown of organic traffic for last 7 days: (News users 1,544 + returning 396 = 1,940). Thank you for clarification.
    – Olivia
    Commented Jan 10, 2022 at 8:58

Your Answer

By clicking “Post Your Answer”, you agree to our terms of service and acknowledge you have read our privacy policy.

Not the answer you're looking for? Browse other questions tagged or ask your own question.