Is Google Analytics or Shopify correct for classifying ecommerce purchases?

[Joseph42]

Hi,

The reputable firm that handles our pay per click campaign  sent me the Google Analytics “Ecommerce purchases: Item name” report, They list many purchases that Shopify classifies as a “Direct to Store”, However  Google Analytics lists as result of paid ad.

Which is the correct classification?

Thank You

Joseph

[LitExtension]

Hi @Joseph42, both are correct but tell different stories.

1. Shopify's "Direct to Store" means the user typed your URL or used a bookmark. It's the last immediate way they landed on your site.

2. Google Analytics' "Paid Ad" means a paid ad influenced the purchase somewhere in the customer's journey, even if they later came directly to your site. Google Analytics uses sophisticated attribution models to give credit to all channels that played a role, not just the last click.

So, Shopify tells you how the user physically arrived at your store for the purchase, while Google Analytics tells you what marketing efforts influenced that purchase, even if there were other steps in between. For marketing optimization, the latter is usually more valuable. 

That's all. If you find it helpful, please like and mark Solved.