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Over the past 12 hours or so, the SEO/SEM and and beyond are freaking out because Google Analytics reporting is off. Some think a Google search algorithm update is going on - I don't believe we have enough signals to show that. Some think Google is simply just broken.
This just seems like a data glitch impacting everyone - so no need to worry too much. I suspect Google will fix it and I do hope Google will back out the data and fix all the lost data in your reports.
The Google Analytics Help forums has reports as far back as 12+ hours ago. ....
The complaints go on in all the forums, not just the Google Analytics Help forums but also in the Black Hat World, WebmasterWorld and Local Search Forums. And the complaints are all over social media including Twitter and Facebook.
Remember the bug we helped uncover with Google Analytics that occurred on December 16, 2019? Well, it is still not fixed and probably won't be fixed for weeks. Google posted an update saying "We have revised our estimated reprocessing timelines for Dec 16-17 data to be ~2 weeks for 360 accounts and ~3 weeks for standard accounts."
Google confirmed the issue the day later but now updated its estimate on when the lost data would be recovered to two to three weeks out.
The new message reads:
The problem with Google Analytics should be resolved for the vast majority of affected users. We will continue to work towards restoring service for the remaining affected users, but no further updates will be provided on the G Suite Status Dashboard. Please rest assured that system reliability is a top priority at Google, and we are making continuous improvements to make our systems better.
We have revised our estimated reprocessing timelines for Dec 16-17 data to be ~2 weeks for 360 accounts and ~3 weeks for standard accounts. Please keep in mind we do strive to address this matter as soon as possible.