Why net revenue?
Gross revenue looks good on slides, but it’s not what stays in the business. Refunds eat into margins, and ignoring them paints an unrealistic picture.
Where’s the catch?
• Purchases and refunds are separate events in GA4
• Summing only purchase events inflates revenue
• Decision-makers end up celebrating numbers that aren’t real
How should you approach it?
• Capture both purchase and refund events
• Aggregate them by transaction
• Subtract refunds from sales for a true net view
Why does it matter?
This ensures finance and marketing talk about the same “real money,” not inflated gross metrics.
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