Sampling can be really bad for web analytics. Take Google Analytics for starters. It heavily samples above a certain threshold of hits. At more granular drill d

Sampling can be really bad for web analytics. Take Google Analytics for starters. It heavily samples above a certain threshold of hits. At more granular drill downs, certain reports are at best unusable even directionally and at worst are misleading. Small efforts get lost in the noise of the rest of the data and often show up as zero values.