弊社のGA4無料コミュニティ(https://discord.gg/H48gPszEuP)で、UA、GA4,MAツールの数が合わない問題のご質問をいただきました。
GA4のイベント数、ユニバーサルアナリティクスの目標完了数、マーケティングオートメーションツールのお問合せ数等が合わない場合、それらの数値が少し異なることはございます。これは、それぞれのツールやアルゴリズムが、異なる仕様でイベントを計測しているためです。
ただし、異なる数値がどの程度許容範囲であるかについては、一般的な標準値はございません。
定量的な統計数値が無いことをお許しいただけますなら、私が過去約30年間で、様々なツール間の数値を調べたところ、
「それぞれのツールの設定が正しい場合、ツール間の差異は15%以内に収まる」
というのが経験則でございます。
各ツールからローデータを取り出して、SQLで集計して見たりも致しましたが、やはり15%の誤差が出まして、
・通信遅延
・JavaScriptによる取り逃がし
・読み込み中の離脱
・サーバー負荷状況
・原因不明でイベントの取り逃がし
など、ツールベンダー様やツールの代理店様に伺っても、誤差10%は許容範囲と言うのが一般的な回答でした。
ただし、データソースをご提出できないため、参考値となります。
それぞれのツールや方法の設定や計測方法、トラッキング対象となるページやイベントの種類などによって異なります。そのため、数値が少し異なること自体は問題ではありませんが、数値の差異が大きすぎる場合は、設定や計測方法に問題がある可能性がございます。
これらの数値の差異を縮めるためには、以下のような手順を試してみることができます。(既になさっているかとは存じます。)
各ツールや方法の設定を再確認し、正しく設定されているか確認します。
トラッキング対象となるページやイベントの種類が同じであることを確認します。
数値の差異が大きすぎる場合は、どのツールや方法が正しい数値を示しているかを確認し、信頼性の高い数値を採用します。=実際の課金データの決済記録データベースなどから、本当に支払いが発生したかなどを付け合わせるという作業となります。あくまでも検証の例となりますが。
ただし、数値の差異が大きくても、ツールがどれも正しい設定を行っているうえでの結果であれば、差異があること自体は問題ではないというとらえ方もあろうかと存じます。
数値検証だけで3か月かけて分析した案件もございましたが、そのお客様は、
・どの値を正とするか
・全体の増減傾向がずれていなければ、設定は間違っていないとみなす
という結論に落ち着いたという経験がございます。
明快な答えが出せず申し訳ございませんが、複数のツールの平行利用の現場では、皆様おおよそ、このような許容を持って運用されているようでございます。
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