A question commonly asked by online sellers, and from our own clients here at Engage Web, is “why is there a discrepancy between figures in WooCommerce and Google Analytics reports?” Sometimes, the difference between the two can be substantial, for both number of products sold and revenue – one user on Reddit claimed a Google Analytics underreporting rate of nearly 50% compared to that of WooCommerce.
So, why is this?
Well, first of all, there will always be a discrepancy between sales figures shown in Google Analytics and in the actual sales on your website. This is because your website tracks every sale made on the system, but Google Analytics can only track the sales it is given access to – therefore, it will always miss some of your sales.
With factors on the customer end, these are obviously out of your control, but is there anything you can do on the seller end to try and reduce the discrepancy?
1. Check your order received page
With WooCommerce, be aware that some plugins allow you to alter the default ‘order received’ page, and use a custom page instead. Using such a page can, however, prevent Analytics from tracking completed orders. To rectify this, you must either remove the plugin or contact the author for an update that allows the custom page to mimic the default page, thereby allowing Analytics to register orders.
3. Search for failing modules
4. Enable app tracking
Finally, a simpler issue that may be overlooked – if you have a mobile app, it’s worth double checking to ensure that Google Analytics tracking is enabled for in-app purchases.
This list is not exhaustive, on both the customer and seller end. We stress to all of our clients that Google Analytics shouldn’t be used to make decisions based on sales volumes, or on specific sales. Instead, Analytics should be used to offer insights into trends and the types of products being purchased. Its value is obvious, but, unfortunately, it’s not a tool that can be used to monitor every single sale.
If you need help with setting up an online shop, or with creating website in general, contact our team at Engage Web today.
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