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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.
As long as they click over to the terms and conditions page and then hit back and complete the goal in the same visit it shouldn't matter; the conversion should still count.
One thing to keep in mind though is that if a user hits the conversion page more than once in the same visit, I think the goal will only count as hit once. The best way to trouble shoot this is to go into the Top Content report, look up the conversion page there, then cross segment by the different options to see if you see any anomalies.
Oh, and you might also want to check if "Require first step" is checked off in your funnel setup page- if so, only conversions that start at the very first step would should in your defined funnel navigation report.