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How many of your conversions does Google Analytics see? Work it out in one minute.

Enter how many orders, enquiries or bookings your system counts and how many of them Google Analytics measured in the same period. The calculator shows the gap and tells you whether it is normal or whether a building block is missing.

Nothing is stored. The maths runs in your browser.

To the calculator Get your tracking checked · EUR 290

The calculator shows a measurement gap, not lost revenue. Part of the gap is normal for every shop.

Example · 30 days

Orders in the shop
1,000
of which in Google Analytics
612
Gap
388
Coverage
61 %

From a gap of roughly 30 % a building block is usually missing, not just an ad blocker.

Calculator

Your numbers

All figures for the same period, for example the last 30 days. Take cancelled orders out first.

Orders in the shop, enquiries in the CRM or bookings in the calendar

Events such as purchase, generate_lead or your own conversion

Refine the result

With revenue, ad spend and cookie banner the assessment gets sharper.

Shop and checkout on different addresses count as two

Your result

As soon as you fill in the two required fields on the left, your result appears here.

Shop and Google Analytics never match exactly. Rejected cookie banners, ad blockers and Safari almost always cost 10 to 25 %. The question is whether your gap can be explained by that.

Context

What the gap means.

Three ranges that are clearly distinguishable in practice.

  • Up to about 25 % is normal

    People who reject the cookie banner, use an ad blocker or buy with Safari often are not counted. That can be reduced but never brought to zero.

  • From about 30 % a building block is missing

    Then the cookie banner is usually not wired properly, the checkout sits on a different address or the conversion is counted on only one of several routes.

  • Over 100 % means double counting

    Two measurement routes send at the same time or the thank-you page counts again on every reload. Then your marketing looks better than it is.

The thresholds come from experience with shops, service providers and booking sites. They apply to orders as much as to enquiries and bookings.

And then

What you do with the result.

  1. 5 minutes

    Check the numbers

    Same period, same time zone, cancellations out. Only then does the gap mean something.

  2. 2 working days

    Have the cause found

    The tracking check takes apart every route on which a conversion is counted. With a real test purchase. EUR 290, credited against a project.

  3. 1 to 3 weeks

    Repair

    At a fixed price you know in advance. Sign-off with a test purchase until shop, Google Analytics and ad account show the same number.

  4. ongoing

    Monitor

    So you notice when an update breaks the measurement again. Before the ad budget runs in the wrong direction.

Common questions about the calculator

Which numbers do I need?

Two required figures: how many conversions your system counts in the period and how many of them Google Analytics measured. For shops that is orders and the purchase event. For service providers it is enquiries and the generate_lead event or your own conversion. A month is more meaningful than a week.

Where do I find the number in Google Analytics?

Under Reports, Monetisation, Ecommerce purchases for orders. For enquiries under Reports, Engagement, Events and then the event your form triggers. Make sure the period matches the one in your system.

Why do shop and Google Analytics never match exactly?

Because part of the people cannot be counted: rejected cookie banner, ad blocker, Safari, a thank-you page that never finishes loading. Add cancellations and the way Google processes data. There is always a gap. The question is whether it can be explained.

Does the calculator show lost revenue?

No. The revenue is there, it just was not measured. The damage is indirect: Google and Meta distribute your ad budget by the conversions they see. Campaigns that bring a lot look weak and get less money.

What if Google Analytics counts more than my system?

Then there is double counting. Usually two routes send at the same time, for example a shop app and Tag Manager. Or the thank-you page counts again on every reload. That is as much of a problem as a gap, just in the other direction.

Does this also apply to Google Ads and Meta?

The maths here compares against Google Analytics. Google Ads and Meta have their own counts, which often deviate even further. The tracking check takes all three apart and brings them to the same number.

Are my inputs stored?

No. The maths runs entirely in your browser. Nothing goes to a server.

Cause instead of guesswork

Know where the gap comes from.

The tracking check shows within two working days on which route your conversions get lost or counted twice. With a real test purchase and a fixed price for the repair.

EUR 290 net, credited against a project within 30 days. No subscription, no phone call, you get an email.

Get your tracking checked · EUR 290 See web tracking