Why am I missing conversion data in Google Analytics?

Overview


There's many reasons why conversion data goes missing, most of which is out of our control. Below are good resources to reference to help understand what is going on.

Crazy Egg - http://blog.crazyegg.com/2013/01/31/why-is-google-analytics-inaccurate/
Google Analytics - https://support.google.com/adwords/answer/2404039

Common Issues


Since Google Analytics captures data on the client side, it's susceptible to the following behavior.
  1. Use of a script or ad blocker.
  2. The buyer navigates away from the order confirmation before Google Analytics can record data.
  3. Your website is not SSL secure. This causes referring data to disappear. 
From our experience, around 10 - 20% of transactions will go missing. However, as long as the error is consistent, you should be able to draw conclusions so perfect data isn't necessary.

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