The main thing to remember is that we never measured accurately. There were always discrepancies between reality and systems (Google Analytics, Google Ads, etc.).
We need to examine what % deviations we are moving in (whether it is 20 – 30% or 5 – 10%) so that we can respond when setting goals for overall marketing return. As well as for specific campaigns (e.g. PMAX in Google Ads). For “knowledge” we need:
Compare real turnover with GA4 (how does the % differ?)
Real turnover values can also be affected by orders outside the “thank you page”. For example, we have projects where the call center accounts for tens of % of orders or people order via Whatsapp.
All of this often belongs to the total bc data china turnover, which would not have been generated without online activities. In this context, we recommend working.
with a global goal and total return on marketing investments (i.e. not only PNO/ROAS for specific systems – you can encounter a lot of problems here, especially if you are dealing with one channel).
More complicated for companies that have a larger mix, but definitely find a way!
The difference can also cause access 7 productivity tips for small business owners to returns, cancellations, etc. It is therefore necessary to define the same view of real data x GA4, because not all deviations will be caused solely by under-measurement through GA4.
Compare that we are definitely sending the same data to all systems (e.g. turnover excluding VAT only for products without cash on delivery, etc.).
Know what all can affect the data
Do we have enhanced Conversions implemented in Google Ads? What attribution or conversion windows do we use?) So china phone numbers that we can work with the range of deviation.
The table will help you reveal the consistency of the data (e.g. always turnover excluding VAT) and also map out what affects your data.