Google Analytics Data Doesn't Match The CRM: Here's What To Do
What to do when Google Analytics data doesn't match CRM data.
To identify if gaps exist, take a period of time and look at the total sales (or sign ups, or whatever) reported by Google Analytics, versus the total sales reported by the CRM and make sure they match up.
If you do notice a discrepancy, and there will be a couple from time to time that slip through, for example if a user has some sort of tracking blocker... then export data from CRM and go as granular as possible.
Include the date, timestamp and any relevant fields or categories of sales.
Export data from all payment systems - Stripe, PayPal, AfterPay etc - and you want to export all the data to an excel file.
In Google Analytics, use a custom report including date and hour. Export for same time period.
You then need to compare the reports at a daily level and if you identify specific days where there is a great discrepancy, you want to then drill down to an hourly level for those days.
What about identifying commonalities in missing data?
This is where you will unlock where issues lie. For example, if you are looking at the 15th July and Google Analytics reports 10 sales and the CRM reports 15, then you add an hourly breakdown.
You might then notice that the sale that took place at 3pm didn't get reported in GA.
You'd then look to identify what that sale is and say that sale used Stripe's payment system, you'd then look to see if Stripe sales are being reported consistently elsewhere.
If it's just a one off, it might be the user's browser but if you do start seeing trends where instances of a particular type of conversion aren't recording properly, then you know to investigate.
Maybe the connection to Google Analytics needs looking at, or some back end dev work is required to ensure the systems are talking to each other.
Google Analytics should be one of your main sources of truth because it takes into account everything happening on the website combined with user data.
If you are not using GA to it's full capability and you're not seeing all the conversions reported, then you might have certain traffic sources or campaigns that are underutilised or not getting the credit they deserve. This means you might not be investing in these areas as much as you should be, so it's important to get this right.
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