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I am writing an article for WiderFunnel on quality assurance and am looking for insight from optimization leaders about the QA'ing process. What pain points do you encounter? What tips and best practices can you offer? I would love to hear your thoughts!

  • JA

    Justin Adelson

    over 2 years ago #

    One issue I encounter on a regular basis is confirming that tracking pixels are capturing conversion data across two separate payment processors and/or sales funnels...AND that the data itself is accurate when it is delivered to the analytics platform (e.g. Google Analytics, Facebook Ads Manager, etc.).

    Recent experiment: my client was using BackerKit to capture crowdfunding orders for their product that is expected to be shipping within a few months. They were unhappy with the conversion rates they were getting with that sales funnel/processor so they wanted to run a test to see if the Celery pre-order platform would offer a better experience for their customers. We integrated Google Analytics and the Facebook pixel into both platforms and launched a Facebook A/B Split campaign to capture sales funnel data. What we didn't know is that even though both sales platforms have integrations with both analytics platforms they do not deliver conversion metrics in the same way, which resulted in inaccurate and incomplete data. For example, the hosted Celery sales funnel is hosted on their shop.trycelery.com subdomain; even though we had our GA tag installed correctly on our website and in Celery, we did not have the referral filter settings on Google Analytics properly setup so all pre-orders that should have been attributed to our Facebook campaign was attributed to Celery as referral or direct traffic. Not only did we get inaccurate conversion metrics from Google Analytics, we were getting very inaccurate data from Facebook's Ad Manager.

    Best practices/tips: When creating an experiment similar to the one described here and/or creating an eCommerce sales funnel that uses a third-party payment processor like Celery or Paypal make sure you know or do the following:
    1. URL Sales Funnel - Set up Google Analytics goals and Facebook custom conversions (or similar) to follow your customer's journey from product view to checkout in addition to any hardcoded analytics tracking that is built into each platform (i.e. Facebook Events).
    2. Chrome Extensions - Leverage free Google Chrome extensions like Google Tag Assistant and Facebook Pixel Helper to troubleshoot and QA the sales funnel.
    3. Domains and Subdomains - Even if you use an embedded sales processor on your website, it might process every order under their own domain so make sure that the analytics platform you are using is still integrated and that you have all of the correct settings in place to accurately attribute sales to the right source.

    • LK

      Lindsay Kwan

      over 2 years ago #

      Thank you so much for your contribution. I appreciate each point that you raised and hope to answer some of your questions in our post.