Free tool · Measurement
How much of your revenue does your analytics actually see?
Two numbers from the same date range. One from your analytics, one from your books or store platform. The gap between them is how blind your reporting and your ad bidding really are.
Enter both numbers
Use the same dates and the same definition of revenue on both sides: with or without tax and shipping, before or after refunds. Pick one and match it.
The math runs in your browser. Nothing you type here is sent anywhere.
Reading your number
Five bands, and what each one means.
Tight
Your analytics sees nearly every sale. Trust it for decisions, and keep checking it monthly.
Normal leakage
Consent banners, ad blockers, and device switching. Expected. Note it on reports and move on.
Meaningful gap
Something in the setup is dropping sales. Bidding and reporting are working on a partial picture.
Blind spot
Your tools are steering on less than most of reality. Fix this before you scale spend or change platforms.
Over-counting
Analytics is counting sales that didn't happen. Duplicate events, test orders, or refunds never deducted.
On one retailer we audited, GA4 saw about 42% of real web revenue. It had sat there for months, and automated bidding had been steering on roughly 40% of reality the whole time. Nobody had compared the two numbers side by side.
FRDTLAB · From an audit, client details removed
Where the gap comes from
Low coverage is almost always wiring, not the internet.
- The purchase tag doesn't fire on every checkout path. Express checkout, a payment redirect, or a thank-you page that some orders never reach.
- Orders that never touch the website. Phone orders, invoices, marketplace sales, and repeat orders placed by your team.
- Consent and blockers. The honest, expected slice. Usually single digits, not half your revenue.
- Mismatched definitions. Analytics counts revenue before tax and shipping; your books count it after refunds. Same store, two different numbers.
- Duplicate conversion actions. Two purchase events both counted as primary, so the ad platform reports more than happened while analytics reports less.
Here's why it matters beyond reporting: your ad platforms bid on what tracking reports, not on your books. If tracking sees 40% of sales, automated bidding learns from 40% of your customers and grades itself on a return that isn't real in either direction.
The fix: a measurement layer
One place where spend, sessions, and orders sit in the same table.
Every platform grades its own homework. The ad platform scores the ad platform. Analytics undercounts. A measurement layer is a small warehouse every source writes into, so you get one return-on-spend number that isn't the platform's claim. Most of it is click-to-enable exports, not custom code.
spend
Every paid source, daily, in one shape.
sessions
Analytics traffic, re-labeled so "organic" means the same thing everywhere.
orders
Real orders from the store platform. The denominator for everything.
channels
The one table you own by hand: which campaign or source belongs to which channel.
Get the measurement layer checklist
The sources, the four tables, and the order to switch them on. One email.
We'll send your coverage percentage with your email so the reply fits your number. Never the revenue figures.
FAQ
Questions, answered.
What is analytics revenue coverage?
The share of your real revenue that your analytics tool can see. Divide the revenue your analytics reports by the revenue in your books or store platform for the same dates. 100% means it sees everything. 42% means more than half your sales are invisible to it.
What's a normal coverage number?
Somewhere around 85% to 95% is typical for a well-wired store. Consent banners, ad blockers, and people switching devices always cost a little. Under 85% usually means something in the setup, not just the internet being the internet.
Why does low coverage matter if my store platform has the right number?
Because your ad platforms bid on what analytics and tracking report, not on your books. If tracking sees 40% of sales, automated bidding is optimizing toward 40% of reality and reporting a return that isn't real in either direction.
What if my coverage is over 100%?
Your analytics is counting sales that didn't happen. The usual causes are duplicate purchase events, test orders, refunds and cancellations never deducted, or tax and shipping counted on one side and not the other.
Do you store the numbers I enter?
No. The math runs in your browser. Nothing you type in the calculator is sent anywhere. If you ask for the checklist, only your email and your coverage percentage are sent.
Close the gap
Find out what your tracking is missing, and fix it once.
Start with the audit. If the gap is wiring, the measurement layer is quoted to your stack.