Revenue Attribution: Google Analytics + SAP
Which marketing brings in paying customers? askotter reads Google Analytics and SAP together and answers it for your business, by text.
How does revenue attribution with Google Analytics and SAP work for a small business?
askotter reads Google Analytics and SAP side by side so it can trace each payment back to the marketing that earned it. One count of where paying customers came from, built from the path each one took.
Read the full answerShow less
A person reviews every suggestion before it changes your budget. The owner asks follow-up questions by text.
- From Google Analytics
- Sessions and pageviews, User demographics and geography, Traffic source and medium.
- From SAP
- Financial accounting, Inventory and materials management, Production planning.
- Status
- Both connect today.
- Not for
- Replacing Google Analytics or SAP. Both keep working exactly as they do now.
Which marketing brings in paying customers?
Every ad platform takes credit for the same customer. Google, Meta and your email tool can each claim one booking, and they cannot all be right. You need one count you can trust.
How askotter handles it
askotter reads Google Analytics and SAP side by side, so it can trace each payment back to the marketing that earned it.
A person checks the result before it reaches you. This is part of our GA4 setup work.
How Google Analytics and SAP records line up
Google Analytics and SAP both carry an order or transaction number. When the same number appears on both sides the match is exact, one Google Analytics record to one SAP record, with no guessing about which customer it was.
Shared between the two: the order or transaction number.
What revenue attribution uses from each
Revenue attribution needs a way to connect a touchpoint to a payment.
From Google Analytics that means purchase events with their transaction ID and session source. From SAP it means invoiced amounts by customer account.
What each tool sees on its ownShow less
Google Analytics on its own
GA4 sees what people do on the site. It does not see refunds, repeat purchases made offline, or the deal a lead turned into later.
Timing. GA4 collects events in near real time, and Google says standard reports can take 24 to 48 hours to finish processing.
Access. The GA4 Data API with read access to the property.
SAP on its own
SAP holds the booked order, the invoice and the customer master. It has no record of the marketing that produced the order.
Timing. SAP data usually reaches outside systems in scheduled extracts, so it runs as current as the extract schedule your ERP team sets.
Access. Read-only OData services or scheduled exports set up with your ERP team.
Related guides
- How to Track AI Traffic in Google Analytics. It is already in your analytics. It is just filed under Referral with everything else.
- SEO Forecasting: What the Models Get Wrong. Every SEO forecast is a chain of estimates multiplied together. Understanding which link is weakest tells you how much to trust the number.
Services that use these connections
Other analyses: Google Analytics + SAP
Questions about Google Analytics + SAP
Do I need a developer to connect Google Analytics and SAP?
How is askotter's Revenue Attribution different from what Google Analytics shows on its own?
Connect Google Analytics + SAP. Five minutes.
Plans are on the digital marketing pricing page.
Self-managed is $99/mo and scales with the compute you use. Our team runs it from $600/mo.