Most E-commerce leaders trust Google Analytics to collect statistics on their site and this is not a coincidence! Google is not only the world leader in Internet research with two decades of history, but also the developer of many advanced products and applications. That’s why we always advise our customers to integrate Google Analytics to collect primary traffic data in TrackAd in order to enrich them.
In this article we explain how the data in TrackAd complements the data in GA, why it becomes more accurate and how it helps you make the right decisions to optimize your advertising campaigns.
1. Order statistics including status reports
In Google Analytics, performance in terms of Orders, Revenue or Conversion, for example, includes only orders created on the website without taking into account order status.
In Trackad, cancelled orders are not counted in reports because they do not contribute to the merchant’s results. Therefore, all KPIs are calculated without taking into account cancelled orders, which allows you to have the actual ROI, COS, CPO, CPC, etc. figures for all advertising campaigns.
2. Customized order deduplication
In GA all sources are deduplicated according to a single model – Last Click Non Direct, i. e. orders are assigned to any source that was in the penultimate position in the conversion path before the user arrived directly on the site. In TrackAd you can see the same performance as in GA. But you can see a lot more when you configure free (or considered free) sources / channels to customize your deduplication. You can then be more effective in assessing the actual efficiency of paid traffic and its return on investment.
3. No sampling
As you probably know, due to the large amount of traffic, Google Analytics can sample the data. In simple terms, sampling means a “loss” of data when you select a long period of time. This is done to reduce the load volume on the server, i.e. the GA report is generated much faster, but there is a strong possibility that it will significantly affect the proposed information. With TrackAd, you eliminate sampling by automatically downloading traffic data via the API every 3 hours. In the end, you get the exact figures regardless of the period chosen.
4. 100% loading of orders
In TrackAd, these “lost” orders can be downloaded from your CRM system using a feed. In this way, TrackAd has 100% of your orders at its disposal in order to present you with exhaustive statistics.
5. Orders from other services
You can also send to TrackAd orders placed via the call center, via the mobile application and even via offline stores. By cross-referencing them with the data on the E-commerce site, you will have complete information on the number of orders and the turnover generated.
In conclusion, the traffic data in TrackAd matches Google Analytics data perfectly. However, if you only use raw information from GA, you risk losing most of the benefits and additional features of TrackAd, which are real assets for online marketing professionals looking for fast and efficient decision making!