# Sample bias

Glossary · Analytics

Canonical page: https://datasdk.ai/glossary/sample-bias

Sample bias occurs when the measured group differs from the group you want to understand.

## Why it matters

Avoid generalizing matched-company patterns to all website traffic.

## Illustrative example

Recognizable office networks may be overrepresented among matched visits.

## What to check

A large sample can still be unrepresentative.

## How Data SDK fits

Data SDK connects website visits with available company details worldwide, from startups to larger businesses. Coverage and fields vary. Start free trial opens an email request; terms are confirmed with the team. The full API is coming soon.

These are suggested workflows, not a list of built-in integrations. Use your own approved analytics, CRM, and research process where needed. Matches and fields vary. A company match does not identify a person or prove buying intent.

## Related reading

- [Assess an industry landing page](https://datasdk.ai/use-cases/assess-an-industry-landing-page): Learn whether the page attracts the intended kinds of businesses.
- [Test positioning against company fit](https://datasdk.ai/use-cases/test-positioning-against-company-fit): Use company fit as one input when reviewing a messaging test.
- [Review agency campaign reporting](https://datasdk.ai/use-cases/review-agency-campaign-reporting): Add a business-fit discussion to a campaign review.
- [Session](https://datasdk.ai/glossary/session): A session groups website interactions within a defined period using a measurement system's rules.
- [Unique company](https://datasdk.ai/glossary/unique-company): A unique company count counts each recognized business once within a chosen period and matching rule.
- [Repeat visit](https://datasdk.ai/glossary/repeat-visit): A repeat visit is another recorded visit associated with the same recognized entity under your rules.

[Glossary](https://datasdk.ai/glossary) · [Use cases](https://datasdk.ai/use-cases) · [Comparisons](https://datasdk.ai/vs) · [For businesses](https://datasdk.ai/for-businesses) · [For builders](https://datasdk.ai/for-builders)