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GA4 and your ecommerce backend will never report the same revenue. Here's where the gap comes from, how big it should be, and which number to actually trust.

Why GA4 revenue never matches your backend

GA4 and your ecommerce backend will never report the same revenue. Here’s where the gap comes from, how big it should be, and which number to actually trust.

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Conversion rate is up 6% and revenue hasn't moved. That's a metric problem, not a testing problem — and it gets decided before the test runs, not after.

What should the primary metric in A/B testing be?

Conversion rate is up 6% and revenue hasn’t moved. That’s a metric problem, not a testing problem — and it gets decided before the test runs, not after.

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Google Analytics has recognized this and has launched a new version of their analytics tool called GA4.

The Future of Analytics: An Introduction to GA4

Google Analytics has recognized this and has launched a new version of their analytics tool called GA4.

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