Here Is How You Can Capture Transactions in Google Analytics and Improve Attribution
Privacy changes due to iOS 14 have led to attribution becoming a headache for marketers and business owners. Tracking issues have jumped up by at least 134% in 2022.
Reporting delays, missing conversions, and in general, a state of confusion has led to a bad impact on Facebook Ads managers and marketers are relying more on Google Analytics to understand overall performance.
But, Google Analytics also comes with its own set of issues, these include:
● Issues related to consented data collection, GDPR compliance, and privacy compliance
● The decline in total orders tracked in GA as compared to Shopify. The match rates for the latter are somewhere between the 85–93% range.
● Due to offsite payment methods, less than 50% of orders are tracked in Google Analytics.
● The rise in affiliate, direct, or organic attribution
Accuracy of Google Analytics and Improving Attribution
Well, accuracy in GA is not subjective.
It can mean:
● Total order match rate to Shopify
● Channel attribution
● Product data
Browsers expire cookies in 24 hours. This means if a user clicks on a FB ad 24+ hours ago and then returns to the site, there will be no association with the FB session, and it will be attributed to Google or organic data.
This scenario happens with stores that have variants in the product URL most of the time. The redirect will drop the gclid and/or UTMs in the URL. When such things happen, the referral is considered from Google, but no parameters can be set. When this happens, GA will see the referral from “google.com” (if paid search) but no parameters.
On the other hand, if it’s a Facebook link, it goes to the site, or you get a facebook.com referral. Chrome extensions like Honey automatically prompt users to try coupon codes; you can use them to set custom UTM parameters. They (or the affiliate) set custom UTM parameters and reset the session when this happens.
So if the user clicked a FB ad, you could use the purchase attributed to your affiliate.
Now, when it comes to Ad Blockers, they will block all trackers. This is done via hostname targeting, and requests will go to “google-analytics” or “Facebook,” etc. Besides, you can easily customize the source/medium for each channel. So if you want “Loop” to go to GA, you can follow this process. Either send all information or modify the source/medium.
Wrapping Up
Luckily, with Magic Pixel by your side, you can leverage the power of server-side tagging, capture transactions seamlessly, manage all compliance-related issues and get going. So, schedule a demo and connect with our experts to know more!
