Data quality - comapring GA data with backend data - deviation
in order to evaluate data quality for our GA tracking and implementation status we compared our data points which are tracked in GA as well as in our backend: registrations, purchases etc. with each other and found out that depending on the market we're active we have a deviation from -15% to -28% for our KPIs comapred with backend data.
When would you consider a deviation normal and when worrying regarding implementation? What's your experiences?
Re: Data quality - comapring GA data with backend data - deviation
as a rule you should strive to <10% yet in some markets it may be a big issue. Aside from the quality of implementation you should try checking adblock / opt out penetration level for each respective market.