GA4 capture-rate audit

An afternoon's work to learn what share of your store's revenue your analytics can see.

The question

“How much of your store's revenue can your analytics see?”

The assignment

Divide 90 days of GA4 purchase revenue by the store's own order revenue. Then split out the orders that never touch the site.

The whole write-up →

Pull 90 days of order revenue from the store and GA4 purchase revenue for the same dates, counted the same way. Take out what never touches the site. Then look up a sample of order numbers in GA4 and find the pattern in what is missing.

01Store order revenue, last 90 days
$
02GA4 purchase revenue, same 90 days
Same dates, same currency, refunds treated the same way.
$
03Revenue that never touches the site
Phone, manual, wholesale, marketplace orders.
$
04Store order numbers you looked up in GA4
05Of those, how many GA4 did not have
06The pattern in the missing orders
07Does GA4 or any ad platform record more purchases than the store has orders?

What your numbers say

Fill in the numbers above and the result reads out here.

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