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This week I came across a really unusual situation where the ecommerce transactions being stored in Google Analytics were very different from the real transaction data from the back-end of the (Magento) store.

While it’s very common to see problems with ecommerce transactions coming through to in Google Analytics, it is not common to see problems to this degree.

  • We had transactions in Google Analytics that were not on Magento.
  • We had transactions in Magento that were not in Google Analytics.
  • We had transactions on both Magento and Google Analytics but with different prices listed in each.
  • And, we had some that matched perfectly.

All up, 50% of revenue was missing from Google Analytics, even though some was “extra”.

It all seems very random and since in this instance I am not personally setting up this data I have had to refer it to the client’s developer for further investigation. The website code is sending the ecommerce transactions directly to Google Analytics rather than Google Tag Manager so I’m yet to learn exactly the cause.

The biggest issue here is the fact that it is really impossible to optimise advertising or CRO attempts if your transactions are not being correctly recorded. If you’re doing it right, Digital Advertising will always become optimised for what is leading to transactions, so if you are not recording transactions correctly you’ll get some really weird results.



If you’re running an ecommerce business or one in which the sales are taking place on your website, I recommend you periodically check your Google Analytics ecommerce results against your real ecommerce results (from your back end).

With this client, the issue had been occurring for years and no-one had picked it up until I discovered the issue in an audit.

To compare the two, take one full month of back-end transaction data and compare it to the same full month of date range in Google Analytics. Ideally, the two revenue numbers will match within 5%. If the two don’t match, the first thing to check is the tax. Google Analytics data is usually shown tax-excluded, especially if you sell across multiple tax jurisdictions. If your numbers are still not adding up you can go through line by line across a date range and see where the problems are occurring.

I hope this isn’t a problem you are running into, but if you ever experience issues like this one, please reach out as you may need some more specialised help to get to the bottom of it.


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

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

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

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