I have spent quite a lot of money with digital marketing specialists to try and get more accurate coversion trackng stats through both Google Adwords and Analytics. My current marketing specialist seems to think it is working now, but the figures don't tally with the stats shown on Shopify.
For example, yesterday both Analytics and Adwords are reporting a conversion of 1 order. Today they are saying 2 orders. Shopify, however, is reporting 13 orders from 'Search' yesterday and 9 today. I presume that is paid for search, or does it also include organic? And what falls under 'Direct'?
Thank you in advance for your help - I would be very grateful and relieved to understand these reporting stats a bit better.
Sometimes your checkout system can mean that Analytics and AdWords do not detect the correct referral for an order. This should fix those issues:
All three systems probabyl use slightly different mechanisms to decide which referral gets credit for a sale.
I think by default Analytics uses last click attribution. This means if a user visits 10 times then buys, the referral for the last visit gets the credit. This can often be direct, which means there is no referral data. Direct includes links like clicks on provate bookmars, clicks on untracked emails, or just pasting the page into the browser.
AdWords is greedy. I think by default their ads take credit if they were involved at all. So if a user visits 10 times, and any one of those visits was a click on an ad, then AdWords takes credit.
I don't know how Shopify does attribution. Search could include both organic and paid. Are you seeing similar number of total orders in Analytics and Shopify?
Another factor can be time and timezones. If the different systems use different default timezones, then orders can switch days. I beleive AdWords attributes a conversion to the date the ad was clicked on, while Analytics uses the date the order was made. Shopify would also use the order date.
So it's simples ;-)