Answers

Questions that come up constantly when a business tries to read its own numbers — answered in full, with the arithmetic, and without needing an account.

• Why doesn't my Google Analytics revenue match Stripe?

  The four reasons GA4 and Stripe report different revenue — timezone, refunds, blocked tracking and currency — and how to tell which one is affecting you.

• Why is my GA4 conversion rate showing 0%?

  A GA4 conversion rate of 0% almost always means no key event is configured, not that nobody is buying. How to confirm it, and what to measure instead.

• How do I calculate my real conversion rate from Stripe and Google Analytics?

  Divide Stripe orders by GA4 sessions for the same day, in the same timezone. The formula, the traps, and why it beats GA4’s own conversion rate.

• Why did my revenue drop? A method that finds the cause

  Revenue is traffic × conversion × order value. Work out which of the three moved and you have narrowed a vague drop to one specific problem.

• Revenue is flat but conversion is falling. What does that mean?

  Flat revenue with falling conversion means you are buying growth to stand still. Why it is worse than a visible drop, and how to catch it.