Google Opt Out Add-On
One of our clients is moving from the traditional GA script (ga.js) to Universal Analytics (analytics.js). However, we seem to have a discrepancy in transaction measured by the Universal Analytics script. We still see about a 5-10% discrepancy in transactions between both script and a lower amount within our current Universal Analytics script. We have already tried many thing to solve this difference. Not much improvement so far. Hence, we are starting to think out of the box and are thinking that it’s not an internal tracking issue but we should look at external influences.
Google offers a Google Analytics Opt-out Browser Add-on (https://tools.google.com/dlpage/gaoptout) which is applied to all three GA scripts (ga.js, analytics.js, dc.js). However, no information is provided if the opt-out treats all three of these three scripts the same way? Could it be that the opt-out is a little bit more lenient with the ga.js and dc.js scripts? And hence loads transaction data from time to time? Is there someone that can tell me something more about the inner workings of the GA Opt-out browser add-on?
Your help is hugely appreciated.
Re: Google Opt Out Add-On
to my knowledge, there shouldn't be any a-priori differences in e-commerce data captured by ga.js and analytics.js. How do you measure that difference between the two tracking codes? Do you have both codes running side by side? Could there be any differences just by running them both? Are they implemented at different areas on the pages?
Matching problems between GA e-commerce data and real shopping-cart data has been discussed by [1, 2].
The opt-out add-on simply prevents any data from being transferred to Google Analytics. So, that isn't a possible explanation.
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Re: Google Opt Out Add-On
Thank you for your quick response. So it is unlikely that the difference between tags is due to the Google Analytics opt-out add on. Okay!
Our client is internationally oriented and both codes are placed on a specific country domain. The Classic Google Analytics code (with more transactions) is placed hard-coded near the bottom of the Thank You page. The Universal Analytics script is sent through Google Tag Manager based as a custom event. The dataLayer is placed in the Head section of the page and the Google Tag Manager container is placed right after the opening <body> tag. Perhaps important to mention is that the Universal Analytics implementation uses Enhanced Ecommerce to send transaction specific data.