When we checked the customer’s Google Analytics account we saw … distortions at key points. Sales were recorded with each order placed, regardless of whether it was ultimately paid for. In addition, some orders were duplicated (the user placed several orders, but only paid for one). So Omegasoft would see sales where it really weren’t any.

The case with the renewal base was different. The renewal department carries out most orders directly through the store’s administrative panel, which has no analytics implemented. Everything that took place outside the website was not recorded by Google Analytics – a significant part of sales was not included in the statistics at all. The customer also did not have an opportunity to check whether after a phone call made by the consultant, anyone took the desired actions on the site, e.g. browsed products, interacted with PPC campaign creations, etc.