Google Analytics 4 (GA4) uses data sampling when analysing large datasets to provide reports quickly. As of early 2026, this means GA4 doesn’t process *every* single hit if your website or app generates a high volume of traffic, instead working with a representative subset of the data.

• The Threshold: The standard sampling threshold in GA4 is now 500,000 sessions for standard properties. This means reports with data exceeding this volume may be sampled.
• Exploration Tool: GA4’s Exploration reports are more susceptible to sampling, particularly when using complex segments or dimensions.
• Realtime Reports: Realtime reports are *never* sampled, providing an accurate snapshot of current activity.
• GA4 360: Upgrading to GA4 360 significantly increases the sampling threshold to 100 million sessions, offering unsampled reports for larger Australian enterprises.

For Australian small-to-medium businesses, understanding this is crucial for accurate reporting, especially with increasing digital adoption and the upcoming changes to privacy regulations in 2026. Incorrectly interpreted sampled data can lead to flawed marketing decisions and missed opportunities to optimise your campaigns for a better return on investment. Current systems include automated alerts within GA4 when sampling is occurring, but interpreting these and adjusting your analysis requires expertise.

Instead of navigating these technical complexities yourself, let ROI.com.au handle your GA4 setup, analysis, and reporting. We can take care of all this for you. Contact our team today to discuss how we can unlock the full potential of your data and drive growth for your business.