Missing Data in Looker Studio: Why Numbers Don't Match

When Looker Studio shows different numbers than your source, here is why.

Sampling

Most common with GA4. Check for sampling icon. See sampling guide.

Hidden Filters

Report, chart and source-level filters silently exclude data. Check all three. See filter guide.

Date/Timezone Mismatch

Ensure identical date range AND timezone. One-day difference at month boundaries causes big discrepancies. See date range guide.

Caching

Recently updated data may be cached. Click refresh or wait for cache expiry.

Aggregation

Calculated fields: SUM/SUM differs from AVG(row-level). Match source logic. Contact us for a data audit.