Transaction Tracking Shop System Vs Google Analytics
Management Summary
Why do the numbers in Google Analytics and the shop system differ?
Basically, we have to say at this point: web analysis never provides 100% accurate data! There are many different combinations of devices and operating systems, browsers, etc. that cause exceptions and errors. For this reason, small data differences are considered normal. However, if the differences increase beyond these normal deviations, one can assume that there is a fundamental problem in the data collection.
Solution – Measurement Protocol
A solution to the above problem is to send information – such as transactions – to Google Analytics via the Measurement Protocol instead of via the website and Google Tag Manager!
Usual implementation
Usually the page transfers the transaction data (sales, transaction ID, etc.) into the dataLayer. From there, the Google Tag Manager collects this data and sends it to Google Analytics.
Implementation via the Measurement Protocol
When using the Measurement Protocol, the web server that delivers the thank you page to the buyer sends the transaction data to Google Analytics. This means that the user’s end device is not involved and the probability of errors is significantly reduced.
