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Understanding the discrepancy in e-commerce data visibility by country in Google Analytics
Hey, here’s a funky question. Why are we having trouble seeing e-commerce stats by region, huh?
Check out this screenshot of GA4
I’ve been playing around with the explore function to craft a table showing different countries, their cart additions, and their revenue.
The weird thing is, I’m only getting data for the (not set) field… Any ideas why?
And it’s the same story with the device category. I’m only getting numbers for “Desktop”. It’s quite the head-scratcher, don’t you think?
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2 Replies
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This issue may be due to two main reasons. The first might be that your e-commerce platform is not properly integrated with Google Analytics 4. This could result in a lack of geographical and device type data being sent to Google Analytics. This would explain why you’re only seeing ‘not set’ for location and just ‘Desktop’ for device type. The second explanation could be a filtering issue. Make sure that filters aren’t limiting the visibility of your data in Google Analytics 4, particularly in reference to geographical and device type data. Travel through your settings to check if filters are correctly set up.
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The issue you’re experiencing may be due to one or a combination of a few potential factors. The “(not set)” field usually appears when there is data that Google Analytics 4 (GA4) could not identify or process, possibly due to missing or disregarded information. Elements such as ad-blockers, inconsistent UTM parameters, or lack of correct e-commerce setup may cause this.
For countries, it’s possible that Geo-IP exclusion filters are set in Google Analytics, preventing the data from displaying accurately. In terms of the device category showing only “Desktop”, it might be because the mobile version of the site does not have the correct GA tracking code embedded or your audience overwhelmingly uses Desktops.
You should verify the setup of GA4, making sure that all essential tracking codes are properly implemented across all versions and pages of your website, and also check your filter settings for possible obstructions to the data. Without a broader look at your GA4 setup, these are the most common issues that could be causing the trouble you’re experiencing. However, other individual or specific configurations can also be at play.
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