Your analytics timezone is set to Pacific Time, but your business is in Eastern. All your daily reports are shifted by 3 hours. Today's sales appear as yesterday's. Trends look misaligned.
Configuration settings like timezone and session timeout silently distort your data. They don't break tracking. They just change what you measure. Change them wrong and your data becomes incomparable to historical trends.
Timezone setting impacts
Affects daily breakdowns
Wrong timezone shifts when your day ends. If you're Eastern Time but set to Pacific, your daily reports are 3 hours behind. Monday's traffic might include 3 hours of Tuesday traffic.
Breaks historical comparisons
If you change timezone, historical data doesn't recalculate. You compare Monday under old timezone to Monday under new timezone and the numbers look like they changed. They didn't—your measurement just shifted.
Affects year-over-year analysis
Year-over-year comparisons become unreliable if timezone changes between years. Last year's data in one timezone, this year in another. The baseline is broken.
Impacts campaign analysis
If you launch a campaign on Monday at 9am your time, but your analytics timezone is different, the campaign data might appear to start on Sunday or Tuesday in your reports. Attribution becomes confusing.
How to set timezone correctly
Set to your primary business location
Where is your business based? If you're in New York, use Eastern Time. If in San Francisco, use Pacific. Make this your default timezone in all tools.
Don't change it
Once set, leave it alone. Changing timezone breaks historical comparisons forever. If you need to see data in a different timezone, create a separate view or report. Don't change the default.
Make sure all tools use the same timezone
Google Analytics, your product analytics platform, your CRM, and server logs should all use the same timezone. Mismatches create discrepancies. Unified timezone makes comparisons reliable.
Session timeout setting impacts
Affects bounce rate
Session timeout controls when a new session starts. Short timeout (15 min): users who go inactive for 20 minutes are new sessions. That's more new sessions, higher bounce rate. Long timeout (4 hours): fewer new sessions, lower bounce rate. The same user behavior creates different numbers.
Affects session duration
Short timeout inflates session count but reduces average duration. Long timeout reduces session count but increases average duration. Change timeout and both metrics change, even though user behavior is the same.
Affects pages per session
Similar to session duration. Timeout changes session boundaries, which changes how many pages get attributed to each session.
How to set session timeout correctly
Choose based on your audience behavior
How long are users typically on your site at a time? E-commerce: 30 minutes is reasonable (users browse, add to cart, check out). Content site: 2 hours is reasonable (users read, come back, read more). Choose timeout that matches behavior.
Match all tools to the same timeout
If Google Analytics uses 30 min and another tool uses 60 min, your metrics will differ. Set all tools to the same timeout. Most tools default to 30 minutes—leave it unless you have a reason to change.
Don't change it after significant traffic
Once you've collected data with a specific timeout, don't change it. Historical data stays on old timeout. New data uses new timeout. They're incomparable. If you must change, create a separate view.
Other configuration settings that affect data
View filters
Filters exclude traffic. An overly broad filter hides real traffic. Review filters regularly. Disable old filters that no longer serve a purpose.
Conversion goals definition
How you define a conversion changes what counts. One conversion per session vs. one per day. Matches vs. regex for URL. Small definition changes break historical comparisons.
Date range settings
Some tools let you set custom date ranges. Use consistent ranges when comparing across time. "Last 30 days" changes every day. Use fixed date ranges for consistent reports.
Frequently asked questions
What's the best session timeout for most sites?
30 minutes is the industry default and works for most sites. E-commerce might use 30 minutes. Content sites might use 2 hours. Check your bounce rate and average session duration to see if 30 minutes fits. With WEMASY's website builder, you can set this up directly on your website.
Can I change my timezone retroactively?
No. Historical data stays in the old timezone. Create a new view with the correct timezone for going forward. Compare old view to new view if you need historical data in the new timezone.
Does timezone affect real-time reporting?
Yes. Real-time data is reported in your selected timezone. If timezone is wrong, real-time data appears shifted. Fix timezone for accurate real-time data.
How do I know if my session timeout is right?
Look at average session duration and bounce rate. If they seem too low or too high compared to your user behavior, adjust timeout. Test with a 30-day change and see if metrics feel more accurate.
Should I match session timeout across all my analytics tools?
Yes. Use the same timeout in Google Analytics and any other tools. Matching makes comparisons between tools reliable.
What happens if I forget to set the correct timezone?
Your data is shifted. Daily reports start and end at the wrong time. Comparisons to other reports (from partners, competitors) become misaligned. Fix it immediately once you realize the mistake. Document the shift for historical analysis.