To understand why "Missing from GA" exists as a channel we first must understand how Google Analytics (GA) works.
When you setup your GA account you would have navigated to the Property tab in the Admin section of GA like this:
In your eCommerce platform you would have added the following Tracking Code with your custom Tracking ID for your site
So how does GA work?
- Subscription auto-reorders are automatically generated on a schedule, and therefore do not have a session associated with them
- Retail POS orders do not have a site visit associated with them
- Google Analytics cannot track sessions in Amazon and thus Amazon Orders will not have any GA data
What should I expect?
You should expect somewhere between 3% and 8% of your orders to be missing from GA and as long as you are below 10% you are in good shape.