Many analysts, marketers, product managers, UX and CRO professionals nowadays rely on user counts provided by Google Analytics, Adobe Analytics, or similar tools, in order to perform various statistical analyses. Such analyses may involve the statistical hypothesis tests and estimations part of A/B testing, and may also include regressions and predictive models (LTV, churn, etc.). If you are one of them, brace yourself as this article will reveal some surprising ‘secrets’ about what these user counts really are.

I don’t say ‘secrets’ lightly. Even with many years of experience with Google Analytics I’ve only just recently become aware of what…

Georgi Georgiev

Applied statistician and optimizer by calling. Author of “Statistical Methods in Online A/B Testing”. Founder of and

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