Reply To: Does GA4 consistently record lower Ecommerce purchase counts? What is considered standard?

[Lucas]

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.