A relatively common issue with ecommerce tracking in Google Analytics is that transactions are often counted more than once. This is not really caused by an error in Google Analytics. Rather it’s a problem in the ecommerce platforms and the tracking implementations. For the most part, Google Analytics will trust that you send valid and correct data. So it doesn’t try to correct anything. But just like it’s possible (but not allowed) to log PII (Personally Identifiable Information) in Analytics such as email addresses, it’s also possible to log the same transaction multiple times. Basically, Google Analytics will not fix duplicate ecommerce transactions for you – you’ll have to DIY.
The problems with duplicate ecommerce transactions are obvious. For one, you’ll simply be seeing too many transactions. And this will affect your ecommerce conversion rate, your sales quantity and your revenue totals as well. Your average order value will also be higher than it is in reality. You can’t trust this kind of data, and if you can’t trust your data, you risk making bad decisions. In this post, I’ll show how to find out if you have a problem in the first place, why the problem is there and how to fix it. Continue reading