Data loss calculator

How much revenue is invisible to your analytics?

In our experience with clients, between 40% and 60% of traffic doesn’t accept cookies, and of those who do, 40% don’t accept on the first pageview. Enter your numbers for an estimate of what GA4 would miss — then measure your own store to know.

Your numbers

Four fields. Instant estimate.

Monthly website visitors

All visits, not only what GA4 reports.

Primary market

Rejection varies by country and by banner design; in our experience with clients the overall range is 40–60%. The market does not change the numbers.

Share of traffic that doesn't accept cookies: 50%

Set within our client range, 40–60%. Default 50%.

Monthly online revenue (EUR)

Estimate based on what we see across our clients (40–60% don't accept cookies; 40% of those who do, not on the first pageview). Measure your own store to know. No email required.

How much are you not seeing?

Enter your monthly visitors, primary market and revenue. We estimate what GA4 would see with our client range of consent rejection.

Quick answer

Cookie-based analytics like GA4 only records visitors who accept the consent banner. This calculator uses the two figures we can stand behind, both from our experience with clients: between 40% and 60% of traffic doesn’t accept cookies, and of those who do, 40% don’t accept on the first pageview, the one that carries the traffic source. With those inputs, GA4 would credit 24–36% of visits to their real source; the rest it would see without their source or not see at all. Revenue is estimated assuming the conversion rate is the same for traffic GA4 sees and traffic it doesn’t. Ad blockers, Safari’s ITP and exits before a heavy tag fires cut further, but we have no figure for them, so they only count if you enter your own. This is data loss in analytics as an estimate; on Incapto’s Shopify store, measured over 48 days, GA4 did not record 29% of visits.

Sealmetrics measures the same traffic with a lightweight first-party server-side pixel — no cookies, no consent dependency, no sampling — and reconciles against your backend: at Incapto it recorded 95.7% of real orders. Enter your monthly visitors and revenue above for an estimate, then measure your own store.

This calculator sizes what you are losing today. Once you know the gap, the growth calculator works the other way round: it projects what recovering that share of attributed revenue is worth against your current paid-media spend.

See the gap on your actual traffic.

30 minutes. We run your own site through Sealmetrics and compare with your current analytics — live.

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