We all need our Google Analytics data to be correct and realistic. Ecommerce, just like any other website, needs correct data. What makes ecommerce websites more open to error is the ecommerce data capturing. We have put together a list of 5 mistakes in a Google Analytics integration that you should check before starting reporting on your online store!

Google Analytics account real time view

Top 5 pitfalls in tracking ecommerce in Google Analytics

  1. Tracking code is missing from some pages
  2. Multiple page views sent
  3. Multi- and subdomain tracking issues
  4. Wrong usage of UTM parameters
  5. Wrong usage of filters

 

Tracking code is missing from some pages

The easy way for an established website to see if the tracking is complete is to go to Google Analytics > Acquisition > Referrals and search the report for the name of your website, as shown below.

self-referrals

If you have a lot of pages and are not sure how to find which exact pages are missing the code, you can use the GA Checker.

 

Multiple page views sent

The second most common issue we found is having multiple Google Analytics scripts on the same page. The easiest way to check this is with the Tag Assistant extension from chrome. Go on your website and inspect the page (see image below). You can also use the GA Checker for this. The solution is to leave only one script on the page. There are situations where you’re sending data through Google Tag Manager. If you see 2 pageviews in Tag Assistant or gachecker.com, you should take a look at your tags. There should be only one for pageview tracking!

Inspecting with Tag Assistant Inspecting with Gachecker.com

 

Multi- and Subdomain Tracking Issues

Are you seeing sales attributed to your own website? Or your payment gateway? Then you have a cross-domain issue. And you can read all about it in our blog post: Why do you need cross-domain tracking?. You can see if this is the case by going to Acquisition > Overview > Source/Medium and find your domain name or payment provider.

Cross-domain issue

 

Wrong usage of UTM parameters

You should never tag your internal links with UTM parameters. If you do so every time a clients click’s on a UTM tagged link, a new session and the original source will be overwritten. Pay attention to your campaign sources and search if something suspicious appears in the list. You’ll find, you have internal links tagged when you will try to find the source of your transactions and find the name of the UTM parameters from your website instead. Read what UTM’s are and why you should use them in our blog post: Why should you tag your campaigns?.

 

Wrong usage of filters

Using filters will improve the accuracy of your data, however, data manipulated by your filters cannot be undone! To prevent your filter settings or experiments to permanently alter your traffic data you should set up separate views, and leave an unfiltered view with raw data just in case. Check your filters section and be sure you know each purpose. You can check more on this blog post: Your data is wrong from gravitatedesign.com.

Need help with any of these common mistakes? Get in touch and we’d be happy to help!

 

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Alexandra

Previously led retail and digital marketing for LEGO Certified Stores and PANDORA. She’s experienced in PPC, affiliate, e-commerce, travel and news websites. She has a Master's degree in economic analysis.

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