Fixing E-commerce data in Google Analytics

related tune :

Ornella Vanoni, Vinicio De Moraes e Toquinho – Senza paura

Missing E-commerce Data

When the ecommerce tracking is set up, ecommerce data could miss from your reports.

In order to fix this inconsistency:

  1. Make sure Ecommerce is enabled within the ecommerce setting of the View;
  2. Make sure Google Analytics tracking code is properly allocated on the receipt page. The receipt page must include the tracking code from the correct analytics account.





Different data in Analytics report than in shopping cart service

As reported by Support.Google, the reasons why your shopping cart may have inconsistencies ( different data) than your Google Analytics report, can be different:


  1. Your shopping cart may be configured to report data in a different time zone than your Google Analytics report;


E.G. Your shopping cart may be configured to report on eastern standard time meanwhile your Google Analytics report are configured on Pacific standard time.


  1. Your reports can be off if you set up your Analytics E-commerce tracking in the middle of the day.


  1. Keep in mind that all the transactions executed before the implementation of the Analytics Tracking do not appear in the Analytics Reports. Obviously these transactions appear in the shopping cart reports.


  1. The Google Analytics Ecommerce Tracking code may not properly set up.


  1. The reversed/cancelled transactions don’t appear in the reports. The transactions with a value of 0 are not reported


Reverse an E-commerce transaction

You can reverse an E-commerce transaction when an order is not completed or is disallowed. In this way, you can ensure that your Google Analytics reports provide accurate value and quantity information.

To reverse an order or transaction it must be created and loaded a duplicate receipt page that contains the transaction we want to cancel with the following negative values:

  • Transaction Total;
  • Tax;
  • Shipping;
  • Item quantity

When you reverse an E-commerce transaction, check that:

  • You are using the same transaction ID for the transaction and item-form data as the one you used for the original purchase.
  • The value for the total field in your transaction is negative.
  • The item field has a positive per-unit price and a negative quantity.
  • Tax or shipping charges that were credited back are shown as negative values in the respective fields in the transaction-form data.


Reversing a transaction doesn’t remove it: both the positive and negative transaction are considered in the transaction count.

Goal Tracking versus E-commerce tracking

keep in mind if you do use Ecommerce tracking in Google Analytics: Goal conversion is different than an Ecommerce transaction.

During a session a goal conversion(e.g. an event goal) can only be counted once in despite of an E-commerce transaction can be counted multiple times.





Events are users interactions with a content that can be tracked independently from a webpage or a screen load. In the list below it’s possible to cast a glance over the most common actions you migh want to track as event:


  • Downloads
  • Mobile and clicks
  • Gadgets
  • Flash elements
  • Ajax Embedded Elements
  • Video plays


Once the tracking code set up is completed, data appears in the event reports in the behavior category.

Conversion & conversion attribution

A conversion can be defined as an important activity on your site in order to achieve the success of your business.

Conversions can be divided in:

  1. Microconversions
  2. Macroconversions


Microconversions are behavioural indicators of customers haven’t fully reached your main objective but they’ve been coming closer.

Macroconversions point out that customers are reaching the main objective.


In accordance with the E-commerce context some of the most common example of Microconversions could be:

  • Signing for a newsletter;
  • Viewing a product video;
  • Reading product features.

Regarding the macro conversion in the e commerce world, no doubt about SALES!!!

Now let’s try to dig a little deeper in these two concept discovering how to recognize and track the different conversion come across to our websites.



Track your micro conversion


When we think about microconversion, we have to think about all the activities that visitors frequently engage in before purchasing.

Even though website may have several kind of actions tracked as microconversions, it’s likely that you want to set up at least two of three goals.

We are going now to analyze wich could be the most common action to be tracked and how track them.


Email signup


In order to set the “email signup” as a goal, we have to create a url destination goal.

Creating a goal it’s easy, in the admin section of your google analytics account within the View commands you can set your goals.

Add a new custom goal and flag a destination goal. Remember to name the destination goal.

After you have decided the name of your goal, you have to define the thank you sign up page like the goal page.

It’s possible to establish a value for this goal. Switch on the value and digit it. Assigning a goal value means that you can see in your report an average visit value.

A conventional way to determine the value it’s to evaluate how often the visitors who reach the goals become customers.

If the 10% of email signup results in purchase, and the average transaction is 50€, the goal value is 5€.


Browsed Site Extensively


In accordance with the setting of a page/screens per session goal we have to choose once again a custom goal and flag the page/screens per session goal.

Now it’s necessary to set a page threeshold, this must match with a number of pages the users view on the site under your estimations.


PDF Download


On the same page of the previous goal, it’s possible to choose another kind of custom goal: event goal.

Each download has to be tracked as a Google Analytics Event.




Since the beginning the Marketing studies involve in a proper analysis of the consumer’s behaviour.

in order to release the perfect product or service, able to effectively satisfy the consumer’s expectations it’s so important anticipate their needs. Understanding the seasonalty or the baseline of a purchase pattern, or rating the performance of the perfomance developing a benchmark analysis help the marketer to figure out what effectively consumer needs, but they don’t know already!

There are two core analysis techiques :


  1. The Segmentation
  2. The Contest

The Segmentation


Observing the aggregated data helps you to understand how the general behaviour trends change overtime (e.g. purchase pattern) in order to identify the reason why behind.

Segmentation proceeds the opposite, segmentation allows the isolation and consequently the subset analysis of the data.

It’s pretty common developing a data segmentation by marketing channel for recognizing the profictability of the investments executed in each marketing channel.

The most important data segments to consider are:


  1. By date –>Baseline
  2. By Device
  3. By Marketing Channel
  4. By Geography


Google Analytics allows to create and to customize all the data segments you consider important for your website.

You can choose between predefined segments ( e.g. direct traffic, paid search traffic, ecc) or create your relevant data segment.

According to view the predefined segments you have to click on the traffic overview in the Audience report section.


Screenshot 2014-04-06 14.17.27


The default segment showed by Google Analytics is “All visits”, but the user are able to insert other kind of segments in this section, therefore it can suddenly see how the behaviour of a certain segment of users is acting.

Screenshot 2014-04-06 14.17.53


As showed in the picture aside “All visits” there’s an arrow, click on it in order to choose or create a new user segment.




The Contest

Looking only at the users behaviour doesn’t tell all the necessary informations in order to figure out how we are doing our job.

It ‘s so usefull wondering about: Is there someone else working better than me? Why am I performing lower than the previous year ?

The contest or the Benchmark analysis brings the answers we are looking for because they compare our performance in the time and with the competitor.

The contest can be:


  1. Externally
  2. Internally


Externally contest helps you to understand how you perform relative to the other businesses similar to yours.

Internally contest allows you to set expectations based on your hystorical perfomance.

About Analyticspicytips


Hello Everybody, my name is Fabio Folliero, I’m a young marketer total hooked with the new trends coming up from the web 2.0 as well from the Digital Analytics. I come from Cosenza, a town located in the Southern Italy, where I manage with three friends of mine, MadCs, a team organizing Brit party events.


I live in Berlin, the European Silicon Valley where I had the opportunity to join a fast changing environment concentrated on how to optimize the digital marketing strategies. I’m not only interested in marketing and digital analytics, I love music and I appreciate the city where I live because it provides several opportunity to discover always new impressive tunes. On last march I obtained my Google Analytics Individual Qualification and having collected numerous “materials” about the exam and in particular about the management of Google Analytics Tool, I decided to share these materials with the people that they want to achieve Google Analytics Individual Qualification too.

Screenshot 2014-03-23 18.43.34

The materials don’t consist only in brief descriptions of the Analytics Fundamentals pillars, I want share the whole study experience I had, for this reason there will be a tune related to every argument. Music can enhance the concentration and consequently the productivity. The sources of my Spicy Tips are basically :

Thanks to my blogs you don’t need to be “rebounded” from the Analytics Academy lessons and the because all the material you need for gettint IQ Test, lie on the same page. In addition you will be relaxed because I will suggest the best tunes in order to face every topic. I hope you will find useful the blog and don’t hesitate to share your knowledge if you want!!!




Spicy tips for Google Analytics and fine tunes

Hello Everybody,

here you can find valuable tips in order to both achieve your Google Analytics Individual Qualification and discover relaxing music able to enhance your concentration skills  🙂


Screenshot 2014-03-24 12.56.41



Choose the page captures your interest, every page deals with a Digital Analytics pillar, on bottom of every section there will be a recommended tune to listen when you face with Google Analytics argument.

I hope you can enjoy the study experience I offer and don’t hesitate to contact me if you want to share some knowledge or some music.