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Why AB Split Test Results May Differ From Google Analytics (GA4)
It is not uncommon for users to notice differences between the conversion or impression counts reported by AB Split Test and those shown in Google Analytics (GA4). These differences can be confusing at first, but they are expected due to the way each platform collects and processes data.
This article outlines the key reasons why discrepancies may appear between AB Split Test and GA4, and how the latest features in AB Split Test—such as UUID-based tracking and server-side WooCommerce conversion support—contribute to more reliable and purpose-specific split testing data.
1. Tracking Logic: Unique Sessions vs. Total Views
Google Analytics (GA4) tracks all pageviews, which may include multiple views from the same user during a session or across different sessions. A user revisiting the same page, refreshing the browser, or arriving from a retargeting campaign may be counted more than once in GA4 reports.
AB Split Test, by design, tracks unique visits to each variation, meaning it counts only one impression per user session, per variation. This prevents artificially inflated impression counts that could occur from repeated visits, reloads, or multi-device behavior.
2. Cookie and Script Blocking
Modern browsers, privacy tools, and ad blockers can interfere with GA4’s client-side tracking, leading to underreported activity. Additionally, GA4 relies on consent banners and cookies, which users may reject.
AB Split Test does not rely on external scripts or third-party cookies. All tracking is handled within WordPress, and data is processed locally. This leads to more resilient tracking and fewer missed events, especially in regions with strict privacy regulations.
3. Server-Side Conversion Tracking for WooCommerce
In eCommerce environments—especially with tools like WooFunnels or CartFlows—orders are often processed programmatically after the user has left the checkout page. GA4 may miss these conversions if they occur outside the browser context.
AB Split Test’s new UUID-based tracking and server-side WooCommerce conversion support solve this by tracking conversions on the server, linked to the user’s original variation session. This ensures reliable attribution even in post-checkout flows.
To enable this functionality:
- Navigate to AB Split Test > Settings
- Enable both Advanced Tracking and Server-Side Conversions for WooCommerce
Best Practices
- Use AB Split Test as the authoritative source for performance comparisons between test variations.
- Refer to GA4 for broader traffic patterns, referral data, and general user behavior.
- For WooCommerce users, ensure that Advanced Tracking and Server-Side Conversions are enabled to maintain tracking accuracy.
If you have additional questions or would like help interpreting your results, feel free to reach out to support.
