Sep 04, 2018
The spending of online advertising is expected to grow from USD $266 billion in 2018 to nearly USD $376 billion in 2021, as per a report by eMarket...
Apr 03, 2018
by Saurabh Kumar
Although Google Analytics is an amazing service that helps in tracking e-commerce, many times it counts a transaction more than once. These duplicate transactions are caused because there is the possibility of logging the same transaction more than once. Such issues are to be addressed manually because Google Analytics doesn’t try to fix this error but considers that transaction more than once. This error could lead to many problems such as seeing excessive number of transactions. It can also have an impact on e-commerce conversion rate, sales quantity, and revenue totals. In addition, it will show a higher average order value than it is in reality. All the issues will then lead to questioning the credibility of data, and with incorrect data, the probability of making bad decisions increases massively.
Duplicate transactions can be prevented by one of the following methods:
A.Using Google Tab Manager (GTM)
As of now, Google Analytics doesn’t have a solution for differentiating repeat transactions, but the issue of duplicate transactions can be resolved by using appropriate codes.
Use only one cookie for all transactions that are joined using a pipe ( “|” ) symbol in order to avoid assigning a cookie to each transaction. Now, the ongoing transaction ID will be added to this newly created transaction cookie every time a transaction is sent to Google Analytics.
A first-party variable will also be required to grab this newly created transaction cookie in the following way:
This tracking flow will now do the following:
B. Using Server Side
Although GTM is an efficient way to handle such issues, if one has the time and energy to handle it, server side will reap better results. Some sort of server-side logic can be invoked to ensure that the e-commerce analytics code is sent only once to a particular page. One of the ways would be to use a database record to verify if e-commerce info has been sent. Another way could be deploying a server-side variable that could be checked in a similar fashion. Then there is the option where a user is redirected to a different page after the e-commerce information has been sent to Google Analytics and then not allowing the user to return to that page.
Duplicate transactions can occur because of a myriad of reasons. The following are the most commons causes for a duplicate transaction:
In a nutshell, such behavior by customers wherein they visit the same website multiple times is one of the major causes of duplicate transactions. Consequently, there will be a rise in the number of transactions because every time such websites are visited, they trigger an e-commerce script. The following examples can help to better understand that concept.
Thus, using these methods, you can successfully de-duplicate identical transactions. And by fixing duplicate e-commerce transactions, which is the most common issue with e-commerce sites, you can prevent revenue from inflating and your attribution reports from being altered, thus protecting data integrity.