May 16, 2008, 12:00 AM

Data processing trouble causes temporary data loss for Google Analytics

A data processing error at Google Analytics results in the loss of e-commerce data in early May. Some data can’t be recovered, Google says.

Katie Evans

Managing Editor, International Research

Google Analytics, Google’s free web analytics tool, experienced performance issues earlier this month noticeable enough to be the topic of discussion in user forums. This week, Google acknowledged a data processing error that resulted in what it says is the temporary loss of data, including e-commerce data, during a six-day period.

In a statement posted this week to the account home page of all Google Analytics users, the company stated, “Google Analytics experienced a data processing error from April 30 to May 5th. Almost all of the data has been recovered and is currently being reprocessed. The recovered data will be reflected in your reports in a few days. Please note that a small percentage of data, particularly in the area of e-commerce reporting, was not recoverable from those dates. We take this issue seriously and apologize for any inconvenience. We will do everything possible to prevent such disruptions from occurring in the future.”

Most of the data now has been recovered and will be restored to users’ accounts by the end of this week, a Google spokeswoman said yesterday.

Google Analytics user Todd Rath, chief operating and marketing officer of, said that he hadn’t noticed anything unusual in the analytics reports from that period, but that a loss of data from Google would not be too serious because Rock Bottom, like many e-retailers, gets analytics data from more than one source. In Rock Bottom’s case, that includes data from analytics capacity bundled into the Yahoo Merchant Solutions platform on which the online store runs. “We have another system,” Rath says. “Most people do.”

Rock Bottom is No. 308 in the Internet Retailer Top 500 Guide. Rock Bottom CEO Thomas Rath will speak at the Internet Retailer Conference & Exhibition.


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