WTF is the difference between Shopify and Google Analytics reporting?

Rebekah February 10, 2023 What the Facts (WTF)

Credit: Stephen Phillips

At adMixt, we track ad-level sales data from Shopify and Google Analytics. These metrics are critical when making campaign optimization decisions. But how do we understand the small differences between Shopify and GA? 

Here is the most simplistic way to think about Shopify sales vs GA last click attributed sales: 

  • Shopify gives full credit to the first clicked source to bring a customer to the site and add to cart/register their account. 
  • Google gives full credit to the last clicked source before a customer converts. 

Here are 3 scenarios to help illustrate the differences: 

Description Credit
Scenario 1 A customer finds your site by clicking one of your Facebook Ads and they add to cart. They return 2 days later by clicking a Google ad and convert within that session. Google Analytics: Google Ad 
Shopify: Facebook Ad
Scenario 2A customer finds your site by clicking one of your Facebook Ads, but browses and doesn’t add to cart. They return 2 days later by clicking a Google ad and convert within that session. Google Analytics: Google Ad 
Shopify: Google Ad  
Scenario 3A customer finds your site by viewing one of your Facebook Ads and navigates directly to your site, without clicking, and adds to cart. She returns 2 days later by clicking a Google ad and converts within that session. Google Analytics: Credits Google Ad
Shopify: Direct

These scenarios are subtly different, but they highlight how each platform tracks conversions. Understanding why these differences occur is key to identifying reporting errors, and how different user behavior affects performance metrics. If you’re interested in learning more, reach out to us at: tryadmixt@admixt.com tryadmixt@admixt.com