Of course your analytics figures will keep going up. They were never frozen, you could always see "The very latest data that Google has processed". The key wor

Of course your analytics figures will keep going up. They were never frozen, you could always see "The very latest data that Google has processed". The key word here is "processed". Depending on your site, and GA, there will always be some delay. i.e. if I visit your site now, My visit gets recorded with GA. GA processes this as quick as it can. Once it has processed it, (And then updated all its corresponding data sets, everything from browsers, to goal completions etc), then you'll see it. The thing with "Real Time" is that whilst every analytics app out there claims to have it, the ones most likely to have it are the ones with least customers. There is some delay inherent in an analytics tool that processes data. Otherwise it's just a tail of your server log. If you want to play and measure how real time things are, set up a Profile for your site that includes only visits from your IP. Or set up a new page on your site with a URL only you know about. That'll let you see how quick it is. (Hint: It's pretty fast when you take into account the scale of the challenge) I wrote this run through of analytics tools, which you may have seen http://www.contrast.ie/blog/the-future-of-analytics-products/ http://www.contrast.ie/blog/the-future-of-analytics-products... Hope that helps. Des