I've recently set up a goal funnel in Analytics to track the sales journey on my site. Obviously, I know how many sales are made each day, but when I compare the numbers in my goal funnel, the amount of sales in Analytics are lower than the amount we're actually making.
My sales journey works like this:
Search Performed > Costing Details > Sales Form > Sale Confirmed.
Now, before the Sale Confirmed goal, some people are dropping out to read the "terms and conditions" page. If someone clicks to look at the "terms and conditions" on the Sales Form page, then, say, presses the back button in their browser before pressing the "confirm sale" button, will Analytics miss this confirmed sale and mark it down as an exit to the "terms and conditions" page from the Sales Form?
This would definitely explain the difference in numbers, so I'd really appreciate it if anyone could confirm this.