Effective Measure's reporting isn't directly comparable with Google Analytics. There are very few shared metrics and the two systems both using a different collection, processing, and reporting techniques which make direct comparisons unreliable. 

The only metric which can be compared with any reliability is "Page Views" (PVs), other metrics will not correlate because of our differing methodologies.

The metric that is most commonly identified as being different is when Google Analytics' Unique Visitors are compared with Effective Measure's Unique Browsers.  This is primarily due to Effective Measure's unique handling of browser cookies.

Because of the different methodology, we almost always report lower Unique Browsers than other web metric vendors.

Below are a few more reasons why our numbers differ from other providers:

Different measurement methodologies

  • Website analytics can vary between providers because of the different ways they collect, process and report their data. This makes direct comparisons unreliable.
  • Our method ensures that all tagged sites are measured the same way, so that they are fairly reported and compared. Other providers may not prioritise this.
  • Because of this, Effective Measure data is trusted by media agencies because it’s the most accurate.

Unique Browsers vs Unique Visitors

  • Effective Measure measures audience size in Unique Browsers. Other providers may use a different metric, such as Unique Visitors.
  • We use a combination of First Party Cookies and Third Party Cookies to measure Unique Browsers. Other providers, such as Google Analytics, use First Party Cookies only, which leads to inflated traffic levels. 
  • Effective Measure cookies tend to be more persistent than other vendors and our reports are less subject to inflation as a consequence of cookie purging. Because of this, you may notice that your audience size is lower than other analytics services.

Tag installation and placement

  • Our tracking codes are placed in the body or bottom of your webpages to make sure that we only count pages that are completely loaded. Other providers allow their tags to be positioned in the header, which can lead to inflated numbers.
  • Our tracking codes are designed to prevent double or triple tagging on web pages. Other providers may allow duplicate tags on pages.
  •  We recommend you check that your website has been tagged correctly with the Effective Measure tracking code and also tagged correctly for your other providers.

Census vs sampling

  • For tagged sites, we use census data only, and we don’t sample traffic. This means we count every impression and user completely, and we do not use sampling to represent data.


  • We filter out all robots and spiders using the International IAB/ABC Spiders & Bots List regularly.
  • Other providers offer this as an option in your settings, so it’s not an even playing field for those who choose not to include bots in their data.  

Learn more about the Effective Measure Methodology here. If you have any more questions, please contact us at support@effectivemeasure.com. 

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