Patrick Stox says, “Many companies don’t understand why visitor data and e-commerce sales are underreported in Google Analytics, and this tends to cause confusion. In this article, I’ll explain why what you see in Google Analytics doesn’t jibe with what you view in server logs and sales data.

Google Analytics doesn’t have access to the actual sales data, only the data that is reported to it. While the Google Analytics data should not be used for financial reporting, it is a good indicator of sales and useful for data analysis.

Here are some reasons why the data is not accurate.

Missing Tracking Code On Pages

If the JavaScript code snippet for Google Analytics is missing, then the page can’t be tracked. While this is more common on sites that have individually-coded pages or run across multiple platforms, many sites that run on a single CMS (content management system) may still have this problem if they use different templates for different sections of a site — any of which may be missing the code“.

The Problem With Google Analytics E-Commerce Tracking

Marketing Land

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