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You asked

Why do my reports change depending on the sample?

Different samples give different conclusions.

Symptom

The GA4 Exploration shows a conversion rate of eight percent.

Cause

The mechanism is compounding underrepresentation.

Impact

When the same GA4 report is re-run against unsampled data, channel performance rankings change.

Full diagnostic context

Different samples give different conclusions.

The GA4 Exploration shows a conversion rate of eight percent.

The mechanism is compounding underrepresentation.

When the same GA4 report is re-run against unsampled data, channel performance rankings change.