Perhaps you have heard someone else utter these unfortunate words, or maybe you have heard yourself say them as your stomach cringed and tried to run away from the implications. No requests were made to change analytics code, but something clearly changed. What do you do now?
In the majority of cases, the code does not just simply change itself, so most data anomalies align with some sort of code push, new site release, etc. Even the slightest oversight can send your numbers plummeting fo...