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I run a non-tech eCommerce site in North America that does $6-8m a year and I tested two 90 day periods year over year and found 12.4% of transactions didn’t sh

I run a non-tech eCommerce site in North America that does $6-8m a year and I tested two 90 day periods year over year and found 12.4% of transactions didn’t show up in Google Analytics. I haven’t segmented them by geo yet but about 75% of my sales are in North America. There was only a 0.1% difference year over year.

throwaway6845 7y ago
This is very similar to my experience. I recently measured the difference on my site as 10%-15% (also a non-tech site, though sadly not at $8m a year yet!)