Measurement worksheet

Investigate the gap before using the number.

A blank record for comparing a GA4 report with an automated report. Establish what differs, retain the evidence and decide the next check.

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01 / Establish the comparison

Are these the same question?

Investigation reference, owner and date

Use an internal reference without personal or confidential customer details.

Property and report

Property ID, report name and surface: Reports, Explore, Data API or another tool.

Report A: Property and report

Report B: Property and report

Period and time zone

Exact start and end dates; property time zone. Note any relative date setting.

Report A: Period and time zone

Report B: Period and time zone

Metric and scope

Exact metric label or API name, and what it counts. Note the scope where relevant.

Report A: Metric and scope

Report B: Metric and scope

Dimensions and totals

Breakdowns and dimension scope; record whether comparing a row, sum of rows or overall total.

Report A: Dimensions and totals

Report B: Dimensions and totals

Filters and settings

Filters, comparisons, segments, reporting identity and attribution settings where relevant.

Report A: Filters and settings

Report B: Filters and settings

Freshness and extraction

When generated or retrieved; last refresh; whether the period includes today or recently processed data.

Report A: Freshness and extraction

Report B: Freshness and extraction

02 / Retain the evidence

Record what you can observe.

A warning or metadata flag is evidence to investigate. Its presence alone does not establish why these two numbers differ.

Observed difference

Record both values, units, exact row or total, and retrieval time. Leave unavailable values blank; do not replace them with zero.

Quality and delivery evidence

Record visible sampling or threshold warnings, an (other) row, API metadata, row count, pagination and connector refresh status where available. Note “not available” when you cannot inspect something.

Evidence references

Retain report links, screenshots, exported settings or a sanitised request/response in your approved records. Put references here, not credentials or access tokens.

Hypothesis and next controlled check

What could explain the difference? What one setting or step will you check while keeping the rest comparable?

Check result

What changed, what stayed the same and what evidence supports the result? State what remains unexplained.

03 / Choose the next action

Resolve, qualify or investigate further.

Fix: Correct an evidenced query, filter, extraction or presentation issue, then rerun the comparison.
Recheck: Set a specific later check when processing, refresh or another temporary condition may matter.
Qualify: Keep an understood limitation beside the number and explain its effect on the decision.
Escalate: Hand over the reproducible comparison and evidence when the cause is still unresolved.

Selected action and reason

Write fix, recheck, qualify or escalate. Explain what supports the choice and whether the number is suitable for the intended decision.

Owner, next check and due date

Handover or reporting note

Write what the reader needs to know, including unresolved limitations. Do not turn a plausible explanation into a confirmed cause.