So I looked at some of my customer's Google Analytics and I also found some results that are hard to explain..The visitors are coming from local cities, so that is good, but like Brian's example, nearly all of the results were Windows desktop users. Which doesn't correspond to their normal traffic at all. Mobile is roughly half of their traffic, but for email campaigns, it's 96%. For some of their sites, the bulk of the demographic is 18-34 year olds, but 94-98% of the email traffic was from Windows desktops. That just doesn't add up. That demographic is very skewed towards mobile, not desktop.