Learn business growth with Google Analytics 4 Forums Google Analytics 4 Discrepancy between Google Analytics purchase count and actual number of purchasers Reply To: Discrepancy between Google Analytics purchase count and actual number of purchasers

  • Kelsey

    Member
    3 December 2022 at 9:37 am

    The discrepancy in the numbers might be because you’re looking at two different metrics in Google Analytics. While the ‘Events’ tab shows the total number of unique users who triggered the specific event (in this case, a purchase), the funnel analysis might be showing only those users who completed the entire user flow you’ve defined for your app or site. If any part of this flow wasn’t tracked (or didn’t occur), these users aren’t reported in the funnel analysis. It’s also possible that some users disabled cookies, making it impossible for Google Analytics to identify them as unique users, or used a different device, leading to the same issue. Finally, I would suggest checking your purchase event timestamps. Google Analytics might filter out purchases if the timestamps are out of sync.