0405123696 petra@web-data-analytics.com

 459 total views,  3 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.

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

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

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

Sophie Abnett

Here at 1834 Hotels we centralise the marketing for many different hotels. It can be an enormous undertaking to monitor and track the performance of each one, especially when they are all on separate webpages.

Petra helped to resolve this difficulty by creating a central hub in Google Tag Manager and Google Analytics with Cross-domain tracking and Ecommerce as well. She created many valuable analytics dashboards and reports that draw from the centralized source. Now that we have all the analytics tracking working it has improved the accuracy of our reporting and the insights have helped develop better marketing strategies.

Petra’s skills and wealth of knowledge is fantastic. I would recommend Petra without hesitation.

Sophie Abnett Digital Marketing Project Manager at 1834 Hotels Ecommerce / Hotel Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

brett leggett

Hi Petra, Hope you are well, I checked out the Google Analytics and all I can say is AWESOME. You have essentially doubled her revenue in a month and the Google Ads seem to be popping off!

Brett Leggett Brett Leggett ✪ eCommerce Growth Specialist Ecommerce Google Ads April 23, 2020