Why Google Analytics user numbers changes every time?

Firstly, we will need to understand how Google Analytics calculates a number of users.

For example: Suppose you check the number of users on 7th March 2019 for the same day and it shows 100. Next day, you go back to the Google Analytics and check the number of users for 7th March 2019 and it shows 140, so now, the question is how does it get extra 40 users?

The answer for this is, The Google Analytics need some time to update the system, otherwise, their system would overwhelm.

If you are using the Standard/Free Google Analytics account then there might be a situation when Google won’t process your hits, if it exceeds the limit. You might be thinking we can reduce the number of hits by applying the filter. Even if you apply the filter still it won’t help because Google already received your hits and filter generally works on the received hits.

The limit for the Standard/Free Google Analytics is 10 million hits per month per property and if you go above this then Google won’t process your hits.

You may check the collection limit here

As per Google,

Processing latency is 24-48 hours. Standard accounts that send more than 200,000 sessions per day to Analytics will result in the reports being refreshed only once a day. This can delay updates to reports and metrics for up to two days. To restore intra-day processing, reduce the number of sessions your account sends to < 200,000 per day.

For Analytics 360 accounts, this limit is extended to 2 billion hits per month. Learn more about the Analytics 360 data-processing SLA.


  • If you are using the Standard Google Analytics, try to keep your session per day less than 200, 000 to see reports and metrics on the same day.
  • If you are using the Standard Google Analytics, try to check your data after 24-48 hours.
  • If you are using the Standard Google Analytics, try to keep your hits less than 10 million per month to avoid data loss.
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