Fix e-commerce tracking errors
However, with e-commerce tracking, it can happen that significantly fewer orders are recorded than shown in the store system, CRM or merchandise management system, or that no orders are recorded at all.
Even if 100 percent consistency between the backend and web analysis system is hardly possible and deviations of less than 10 percent are normal (e.g. due to deactivated JavaScript), a closer look should be taken at deviations above this. This essentially concerns two areas:
a. Installation of the tracking code and setup of general tracking.
b. Implementation of the special e-commerce tracking.
Let’s take a closer look at both areas.
Part 1: Deviations due to deficiencies in tracking code integration
1. tracking only with consent
The main source of data loss is data collection only after consent. Depending on the design of the consent banner, the average consent rate is only between 20 and 40 percent. Some consent managers also automatically block external scripts. It should therefore be checked whether the interaction with etracker analytics and Consent Management works correctly (see instructions for the common Consent Management platforms).
The basic Month & Year report, for example, can be called up to check this. If the proportion of visits with cookies is 100 percent, there is a need for action.
2. browser extensions for ad and tracking blocking
Browser extensions such as Ghostery or Adblock with a strict configuration can block data collection. On average, this affects around 15 percent of website visitors and therefore also orders. Data loss due to ad and tracking blockers can be avoided by collecting data via a separate subdomain. This tracking option can be added to all etracker accounts. You can find more information about tracking via your own domain here.
3. do not track parameters in the etracker code
The Do Not Track function is activated in around 15 percent of browsers. For B2B websites, the proportion can be significantly higher, as the browser configuration is specified company-wide. Compliance with the Do Not Track signal is controlled by this parameter in the etracker code:
data-respect-dnt=“true“
However, Do Not Track (DNT) is not generally directed against web analysis, but against the transfer of website data to third parties. According to the World Wide Web Consortium (W3C), this is the case:
“Tracking is the collection of data about the activities of a particular user in different contexts and the storage, use or disclosure of data derived from these activities outside the context in which they took place.”
Source: https://www.w3.org/TR/tracking-dnt/
As etracker does not pass on any data to third parties, compliance with DNT with etracker analytics is therefore voluntary and the above-mentioned parameter is no longer included in the standard etracker code. If the parameter is still included in your etracker code, DNT blocking can be deactivated by removing the entire parameter.
Here you can find more information about Do Not Track and etracker analytics.
4. tracking code placement
The etracker code should be inserted within the HTML source code on all pages – and therefore also on the check-out pages – between the opening <head> tag and the closing </head> tag.
For the best data collection rates, we recommend inserting the tracking code immediately after the opening <head> tag or as close to it as possible.
If the etracker code is not integrated directly into the HTML of the page, but is played out via the Tag Manager, this can also have a negative effect on data collection.
You can easily check whether the etracker code is actually integrated on the pages of the order process via the browser console.
Part 2: Deviations due to deficiencies in e-commerce tracking
1. order completion on external pages
If external payment providers such as PayPal are used, it must first be ensured that buyers are redirected to a confirmation page at the end of the order. With PayPal, auto-return must be activated and the appropriate URL entered. Experience has shown that up to 10 percent of orders placed via external payment providers can still be lost, as some buyers end the process before returning.
If you cannot tolerate this blurring, there is the somewhat more complex method of server-side order transfer:
- The click on the PayPal button is transferred to etracker Analytics as a lead (with a timestamp as the order number). At the same time, this timestamp order number is transferred to PayPal as a custom variable.
- By means of PayPals Instant Payment Notification (IPN)the lead is confirmed via the Lead to Sale Confirmation interface into a sale in etracker.
With this method, all PayPal transactions are recorded in etracker analytics as a “sale”. However, it is only recommended for those who have sufficient know-how to work with webhooks or to use workflow solutions such as Zapier for the interface connection.
2. orders are not transferred correctly
There are four ways to transfer order information to etracker analytics. This will help you avoid the typical pitfalls:
a) Use of e-commerce plugins for etracker analytics
The special extensions for store systems such as Shopware, WooCommerce or Magento make implementation particularly easy. However, they also have their limits when very individual adjustments are made to the system. This is why they, like other plugins, can affect tracking. In any case, you should check whether the latest plugin version is being used and whether the setup instructions have been followed correctly.
b) Google Analytics Enhanced Ecommerce Grabber
If the (Enhanced) Ecommerce Tracking of Google Analytics is integrated in the store, the data can be recorded by etracker. However, the prerequisites are
- that the current tracking code is correctly integrated and the data attribute
data-ecommerce-grabber=“true“has been added and - that the integration takes place directly via the website and not, for example, via Google Tag Manager. via Google Tag Manager, for example.
c) Order parameters in the etracker code
If only transactions are to be recorded and not the complete e-commerce funnel with in-depth product range analyses, the order parameters in the etracker code can be used.
It is important to ensure that at least the three parameters et_tval (turnover or order value), et_tonr (unique order number) and et_tsale (order status 0 for lead and 1 for sale) are set.
The order content is optionally transferred via the parameter et_basket.
The format specifications specified in the instructions must be observed.
d) Integration of etracker e-commerce events
The debug mode is used to check the correct integration of e-commerce events. On the other hand, the basic report Last visitor shows in real time whether the events are being transferred correctly. If you trigger the events yourself, make sure that the IP block or the individual opt-out does not prevent them from being recorded.
The e-commerce events may only be transmitted once the etracker code has been fully loaded. For e-commerce events that are fired immediately when the page is called up (such as the transmission of the transaction to etracker when the order confirmation page is called up), it is therefore essential to use the _etrackerOnReady function to ensure that the etracker code has already been loaded before the e-commerce events are sent.
With these tips, nothing should stand in the way of the best possible e-commerce data quality. Otherwise, we will be happy to help you in Customer Service.