Google Analytics announced they are going to be “rolling out an enhancement that will give you an even more accurate understanding of how people are engaging with your business across AMP and non-AMP pages of your website.” This is rolling out over the next few weeks they said and you won’t have to do anything to see the results.
It isn’t clear exactly what is changing but it seems Google is going to represent AMP traffic better in Google Analytics. So it double counts less and the metrics are more accurate.
This change brings consistency to users across AMP and non-AMP pages served from your domain. It will have the effect of improving user analysis going forward by unifying your users across the two page formats. It does not affect AMP pages served from the Google AMP Cache or any other AMP cache.
What will change?
As we unify your AMP and non-AMP users when they visit your site in the future, you may see changes in your user and session counts, including changes to related metrics. User and session counts will go down over time as we recognize that two formerly distinct IDs are in fact the same user; however, at the time this change commences, the metric New Users may rise temporarily as IDs are reset.
In addition, metrics like time on site, page views per session, and bounce rate will rise consistent with sessions with AMP and non-AMP pageviews no longer being treated as multiple sessions. This is a one-time effect that will continue until all your users who have viewed AMP pages in the past are unified (this can take a short or long period of time depending on how quickly your users return to your site/app).
So hopefully this solves many of those issues?
Forum discussion at Twitter.