0405123696 petra@web-data-analytics.com

 825 total views,  6 views today

Are you using PayPal as a payment processor on your website? (Or are you using any other payment processor that requires users to pay off your site?)

There are several issues that you can run into with your digital marketing and website when you process payment off your own website. Today I’ll describe what some of those issues are and how you can resolve them.

With PayPal the user will leave your website, go to the paypal.com website, complete the transaction and then…. hopefully go back to your website.

I put “hopefully” in italics there because it’s not always the way it happens.

Problem #1 – Your Advertising Platform Can’t Be 100% Sure The User Has Completed The Sale

Because the transaction takes place on PayPal.com your advertising platform can’t see the transaction take place. It’s relying on data being passed to it by Google Analytics. If you’re taking that data too soon then you might be including people as transactions when they haven’t actually bought yet.

Problem #2 – If You Don’t Set Referral Exclusion You Can Lose Your Attribution

If you don’t set PayPal as an excluded referrer then you might find that you have a whole lot of new sessions with PayPal as the referrer. If you have that it means that your settings are incorrect and it prevents you from working out which marketing campaigns and channels are bringing buyers to your website.

Problem #3 – If Your Users Take Too Long To Complete The Transaction You Can Lose Your Attribution

If you don’t have a long enough session timeout then you will also find sessions with PayPal as the referrer. This also prevents you from working out which marketing campaigns and channels are bringing buyers to your website.

Problem #4 – Unless The User Comes Back To Your Website You Can’t Track The Sale

OK, so here’s the first problem. You need to track the revenue from your website in order to determine which advertising is working and which is not. The biggest problem here is that if your users don’t make it back to your website then you can’t mark the transaction as completed. If you can’t get users to automatically return to your thankyou page (you should be able to – PayPal does have an option to do this) then your next best bet is to optimise based on conversions and to track users clicking on the pay by PayPal button rather than completed transactions. Otherwise, you’re optimising for people who bought AND returned to your website. This might only be 30-70% of your transacting users and so your revenue data becomes too infrequent to use.



Despite all these problems, PayPal is a good payment processor and these issues can all be fixed. Problems 1 and 4 are resolved by setting up PayPal to redirect to a ThankYou page (preferably one with Google Analytics Enhanced Ecommerce tracking on it) and problems 2 and 3 are resolved by setting up Google Analytics correctly.

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

Petra has helped me navigate seasonal drops in trade creating a strategy that helped us grow and establish a healthy position in the market. It is an absolute joy to work with someone who loves what they do. I have complete confidence in recommending Petra to anyone considering e-commerce digital marketing, she is efficient, trusted and a true professional.

Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

david clayton myomasters

Your attention to detail is beyond what I had expected. The detail of the data is incredible. The best part though was to learn the profile demographic - which is very different to whom I think I've been trying to target through social.

David Clayton Director, Myomasters Massage Health Clinic Google Ads April 23, 2020

leesa dawson

I am so grateful to have met you, as I think your insights are the BEST I have ever come across.

Leesa Dawson CEO, The Uniform Stylist Ecommerce Google Ads April 23, 2020

Ian Gale - Sleepwise Clinic

Petra was instrumental in pulling all our clinic's web analytics into one easy to read, dynamic report that's accessible to me at any time, and works with our EXACT booking system.

This has allowed me to see, at a glance, what marketing initiatives are working, need tweaking, or changing altogether, saving me both time and money. I can't recommend her or her analytic services enough.

Ian Gale SleepWise Clinic Analytics Dashboard August 1, 2018