Analytics discrepancies occur due to various factors, such as data collection methods, customer privacy settings, browser behavior, and technical limitations. Understanding these discrepancies is essential for interpreting your Shopify analytics accurately. Here's a summary of the common causes of analytics discrepancies:
Discrepancies between Shopify and Third-Party Software
Differences in results between Shopify analytics and third-party services, like Google Analytics, are common due to:
- Different Definitions of Actions: Google Analytics might count every page reload, while Shopify might not count reloads of cached pages.
- Session Definitions: Some services count search bots as visitors, while others don't. This can lead to differences in session counts.
- JavaScript and Cookies: Google Analytics relies on JavaScript and cookies. Visitors with these features disabled won't be counted.
- Browser Extensions: Extensions that block Google Analytics can affect tracking.
- Reporting Time Zones: Differences in time zones can lead to discrepancies. Make sure the time zones are set correctly in both Shopify and Google Analytics.
- Tracking Mechanisms: Proprietary tracking methods can differ, leading to variations in reported data.
Visitor and Customer Number Discrepancies
Reports that include "Visitors" or "Customers" columns might not give an exact total due to unique counting methods:
- Unique Visitors: If the same visitor returns on different days, they might be counted once or multiple times, affecting the final total.
- Sessions: A single visitor can generate multiple sessions, depending on their activity and the browser's session tracking method.
Impact of Cookie-Based Data Collection
Cookies are crucial for analytics but can be affected by:
- Customer Privacy Regulations: Laws like the General Data Protection Regulation (GDPR) and the ePrivacy Directive require explicit consent for collecting data from visitors in the European Economic Area (EEA) and the UK. If visitors don't consent to cookies, your data collection might be reduced, leading to lower session counts and other discrepancies.
- Cookie Consent Banners: If these banners are active, data collection might be lower if visitors don't consent.
Conversion Rate Data Discrepancies
If you use Shop Pay, you might have experienced discrepancies in conversion rate data:
- Reporting Errors: Conversion rates between October 28, 2021, and September 23, 2022, might have been lower than expected due to a reporting error in Shopify analytics. Although this issue is resolved, the historical data from this period remains affected.
How to Handle Discrepancies
- Use Multiple Sources: Rely on different analytics tools to cross-check data.
- Regularly Review Settings: Ensure consistent time zones and data collection settings across platforms.
- Understand Limitations: Recognize that all analytics tools have inherent limitations, and results might vary based on several factors.
Analytics discrepancies can occur due to various reasons, but understanding their potential causes helps you interpret your data more accurately. If discrepancies persist, consider reaching out to Shopify support or a data analytics expert to help you investigate further.