Google Analytics introduced a cool new feature with its Enhanced Ecommerce upgrade for ecommerce tracking a while back, but it hasn’t gotten the traction it deserves. That feature is the ability to track your refunds in Google Analytics.
This is a powerful thing because it helps Google Analytics provide data that’s more complete and more accurate. If the numbers that you’re working with as an analyst, or a marketer, are the same as the ones that finance is working with, then your insights will not only be more powerful, but the high-ranking members of your organization might actually listen to them. A CFO or merchandising executive skeptical in your claims about the value of marketing activities.