Why does Google Analytics show different data to the Personalisation platform?

Note: Most of the Personalisation reports work on an attribution window after an email is sent, only the Campaigns report uses the campaign parameter to group figures.

Google Analytics and Personalisation both use the utm_campaign parameter in links to capture analytics data for your site, such as purchased value. This data is available in Personalisation within the Report | Campaigns page.

You may notice that there are some differences in values when comparing the same utm_campaign attribute for the same date range in both systems.

This is expected and is caused by differences in the way Google Analytics and Personalisation work. One reason is that Google Analytics uses a subset of your site data (known as data sampling) whereas Personalisation uses all the raw event data captured by the script.

There are also differences in the way we track visitors, report on revenue and your timezone may also have an impact.