Tracking deviation in the checkout process with the standard Google Analytics Module

[spielgigant]

Our store has been online with PrestaShop for 2 months. We use Google Analytics from PrestaShop (v 4.2.2). For the whole optimization on the google side we rely on an external company. We have noticed that the google tracking in the checkout process deviates approx. 30% from the actual figures in the store. According to the external partner, a deviation of up to 10% is normal.

Is this known? Can we do something about it or should we deliberately use a different module? Are there any recommendations?

[SeifF]

Hello,

Thank you for reaching out to us.

Tracking discrepancies between Google Analytics and actual store figures can occur for various reasons, and it's not uncommon to have some level of variance. However, a 30% deviation seems relatively high.

Here are some common reasons for tracking discrepancies and potential solutions:

Cross-domain Tracking Issues:

Ensure that cross-domain tracking is correctly implemented if your store spans multiple domains.

Check if the tracking code is consistent across all pages, including the checkout process.

Page Load Delays:

If certain pages or elements of the checkout process load asynchronously, there might be delays in firing the Google Analytics tags.

Optimize your website's speed to reduce any potential delays.

Bot and Spider Filtering:

Google Analytics may filter out some bot and spider traffic, which might not be accounted for in your store's figures.

Check Google Analytics settings to see if any filters are affecting the data.

E-commerce Tracking Configuration:

Ensure that your PrestaShop e-commerce tracking is configured correctly.

Double-check that the necessary code is present on all relevant pages.

Custom Events or Goals:

If you have implemented custom events or goals, ensure they are firing correctly.

Verify that they are being captured accurately in Google Analytics.

UTM Parameters:

Ensure that UTM parameters are used consistently and correctly across marketing campaigns.

Check if there are discrepancies in how campaigns are tagged.

Data Sampling:

Large websites with high traffic may experience data sampling in Google Analytics.

Upgrade to a higher-tier Google Analytics plan to reduce sampling or use more specific date ranges for analysis.

Tag Manager Setup:

If you are using Google Tag Manager, make sure the tags are set up correctly.

Check the firing triggers and timing to ensure they align with your checkout process.

Testing and Debugging:

Periodically test your tracking setup and use debugging tools provided by Google Analytics to identify any issues.

Consultation with External Partner:

Collaborate closely with your external partner to understand how they are interpreting and analyzing the data.

Discuss any specific challenges or issues they may have encountered.

If the issues persist, you might consider consulting with PrestaShop support from this link : https://content.prestashop.com/en/support

I wish you a good day.