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copied!<p>Google Analytics (free version) tracks only 10 mio page interactions [0] (pageviews and events, any tracker method that start with "track" is an interaction) per month [1], so presumably the data for your larger site is already heavily sampled (I guess each of you 5 Million visitors has more than two interactions) [2]. Ad hoc reports use only 1 mio datapoints at max, so you have a sample of a sample. Naturally aggregated values suffer more from smaller sample sizes.</p> <p>And I'm pretty sure the data limits apply to api access too (Google says that there is "no assurance that the excess hits will be processed"), so for the large site the api returns sampled (or incomplete) data, too - so you cannot really be looking at unsampled data.</p> <p>As for the differences, I'd say that different ad hoc report use different samples so you end up with different results. With GA you shouldn't rely too much an absolute numbers anyway and look more for general trends.</p> <p>[1] Analytics Premium tracks 50 mio interactions per month (and has support from Google) but comes at 150 000 USD per year</p> <p>[2] Google suggests to use "_setSampleRate()" on large sites to make sure you have actually sampled data for each day of the month instead of random hit or miss after you exceed the data limits.</p> <hr> <p>Data limits:</p> <p><a href="http://support.google.com/analytics/bin/answer.py?hl=en&answer=1070983" rel="nofollow">http://support.google.com/analytics/bin/answer.py?hl=en&answer=1070983</a>). </p> <p>setSampleRate:</p> <p><a href="https://developers.google.com/analytics/devguides/collection/gajs/methods/gaJSApiBasicConfiguration#_gat.GA_Tracker_._setSampleRate" rel="nofollow">https://developers.google.com/analytics/devguides/collection/gajs/methods/gaJSApiBasicConfiguration#_gat.GA_Tracker_._setSampleRate</a></p>

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