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It sounds like you’re encountering issues related to scope and data sampling in Google Analytics 4. The total revenue might be changing because of the way GA4 calculates metrics based on the dimensions you’ve selected. When you added new dimensions like “new users” or “Date,” GA4 calculates the metrics again for each unique combination of dimension values. This process might lead to internal data sampling or exclusion of some data points leading to the change in total revenue. This typically happens when the dimension added has a different scope. For instance, session-scoped dimensions, like ‘device category’, relate to data within individual sessions, while user-scoped dimensions, like ‘new users’, relate to data across all sessions by individual users. A mix of these can result in discrepancies.
To identify the correct total revenue, you may want to test your metrics in different configurations to see how they are impacted. Also, consider the scope of each dimension and metric you’re using. For a robust approach, you could pull your raw data into a database and query it directly, bypassing potential GA4 sampling issues.
Remember, the key is understanding that adding more dimensions essentially forces Google Analytics to finer segmentations, potentially lowering some aggregated numbers due to different scopes. So the total revenue isn’t necessarily decreasing, but is rather being re-distributed across the smaller, finer-grained segments of data.
