SEO, AdWords, affiliates, advertising, and promotions
to:
You are totally right. 30% sounds more than it should be. We mostly observe 5% to 15% with the Analyzify clients. Is your store based in Europe and are you using any cookie consent apps? There might be something that is blocking your scripts. I can try helping more if you provide more information here.
I have written a detailed article on this topic in case you want to check it out: https://analyzify.app/hub/discrepancy-google-analytics-shopify/
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