Troubleshoot the transaction data discrepancies

The transaction data discrepancy may be caused by a misconfiguration or by peculiarities of the related services work. Check out the possible reasons for data discrepancy and find the appropriate solution for your case.

  • Discrepancy reason: Peculiarities of the tracking code integration method you chose (e.g., via Google Tag Manager, Measurement Protocol).
    Solution: Follow our recommendations for the Google Tag Manager and Measurement Protocol.
  • Discrepancy reason: Your referral exclusion lists in Google Analytics and OWOX BI are not identical.
    Solution: Copy the referral exclusion list from Google Analytics to OWOX BI pipeline settings.
  • Discrepancy reason: Different campaign timeout settings in Google Analytics and OWOX BI.
    Solution: Synchronize the campaign timeout settings between Google Analytics and OWOX BI.
  • Discrepancy reason: The lack of historical data causes discrepancies in the UTM source/medium of transactions.
    When collecting user sessions, OWOX BI analyzes data for the last 183 days (by default) and assigns the sessions with the UTM source/medium of the paid source. If the data is insufficient and the hit data does not store information about the last paid source, the transaction will be assigned the same source as in the user session.
    The user performs the following steps when interacting with a website:
    Step 1. The user visits a website via a paid source.
    Step 2. The user leaves the website.
    Step 3. The user returns to the website via a free source and makes a transaction.
    If the tracking of user behavior was connected before the user’s Step 1, then the transaction's source/medium will be the same in both Google Analytics and OWOX BI.
    If after the user’s Step 1 OWOX BI will not be aware of the first visit. Therefore, the transaction will be assigned the UTM values from Step 3, while in Google Analytics the transaction will have the UTM values from Step 1.
    Solution: Once there will be enough historical data to process, the issue will no longer persist.

You can check the number of transactions collected to the BigQuery tables using these SQL requests.

Navigate our documentation for more solutions:
Troubleshoot the hit data discrepancies
Troubleshoot the session data discrepancies
Troubleshoot the ad cost data discrepancies
If you need assistance, contact Support at or via online chat.

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