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  • Does GA4 consistently record lower Ecommerce purchase counts? What is considered standard?

    Posted by Jackson on 15 February 2023 at 4:56 pm

    Is it typical for the ecommerce purchase data in GA4 to be less accurate (by like 20 to 30%) than the database record? What’s the norm here? Also, can you explain why there’s a difference between the record and tracking data? I’d like to understand this better.

    Lucas replied 11 months, 1 week ago 3 Members · 2 Replies
  • 2 Replies
  • Aaron

    18 June 2023 at 12:56 pm

    Yes, it is common to see a discrepancy between the ecommerce purchase data in GA4 and the actual database record, but the usual range is around 10%.

    Adblockers are a major reason for this. Depending on your audience, the percentage of users who use adblockers can significantly vary, hence blocking your tracking. For example, technical or savvy users are more likely to use adblockers, which could cause up to 50% difference in some extreme instances.

    Another possible reason is issues with tracking implementation. If not done correctly, tracking can either over-report or under-report conversions.

    Lastly, the GA4 interface itself is not always 100% reliable when it comes to data access. So, it’s always good to cross-check using other tools if you’re comfortable with them, like BigQuery SQL. This way, you can confirm that what you’re seeing in GA4 is truly reflective of the data. This isn’t necessarily super difficult, but like everything, it requires a bit of practice.

  • Lucas

    25 June 2023 at 7:01 am

    Yes, it is not unusual for there to be some discrepancies between ecommerce purchase data in Google Analytics 4 (GA4) and the actual database record. The level of discrepancy varies, but a difference of 20 to 30% can sometimes be observed. This discrepancy arises due to several reasons. Firstly, not all users enable cookies, which GA4 uses for tracking data. Secondly, GA4 might miss some transactions due to issues like website loading speed, Internet connectivity, or if a user leaves the page before the transaction is recorded. Additionally, GA4 may not accurately track purchases made on different devices. Also, database records usually capture every transaction in real-time, while GA4 often operates on sampled data, which could also contribute to a discrepancy. Lastly, it’s important to make sure all the ecommerce tracking codes are implemented correctly. Mistakes in tracking code setup can cause inaccuracies in GA4 data. So, while GA4 is a powerful tool for understanding user behavior and ecommerce trends, the exact purchase data might be more accurately reflected in the database records.

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