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Comparing GA4 Purchase Revenue and Event Value Discrepancies
Have you noticed that GA4 seems to be showing the purchase revenue as being less than the event value?
I’ve seen a few orders on GA4 come through with a purchase revenue that just doesn’t match up to the event value. It’s weird because I went back and reordered these orders the other day and everything went smoothly. Somehow the issue just isn’t showing up for me. Do you have any idea what might be causing this?
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2 Replies
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Yes, it seems a bit strange but let me explain. In GA4, there’s a double conversion happening for the ecommerce value. It first changes from your original currency to USD, and then back to your original currency, so from JPY to USD and back to JPY. This is actually documented in GA4’s manual. This means that any conversions at the time of processing a transaction are refreshed each time a report is requested.
So, for example, in the screenshot you shared, the ecommerce currency was set to JPY. GA4 gets this data, and converts the value of 17570 JPY to USD which, with today’s exchange rate, is about 133.89 USD. Then for the reporting, GA4 changes the USD back to JPY. This means that 133.89 USD converts back to approximately 17566.10 JPY with today’s exchange rate. This difference could be the reason why you’re seeing a mismatch in the purchase revenue and event value.
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Discrepancies between the purchase revenue and event value in GA4 could be due to a variety of reasons. One of the most common causes is due to the handling of shipping costs, taxes, and discounts. If these aren’t being factored into the purchase revenue but are included in the event value, it could cause a difference. Another possible reason could involve the use of different currencies. If the purchase revenue and event value are reported in different currencies, and the conversion rates aren’t accounted for, discrepancies could arise. Lastly, there could be a tracking issue involved where some transactions aren’t being accurately tracked, therefore causing a lower purchase revenue compared to the event value.
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