Why are my GA4 order numbers not accurately matching with Shopify data?

[shannon-2483]

I have set up the Shopify Google sales channel app > Added my GA4 tracking number. It is tracking data, but it's not accurate. I'm finding each week is so different about 10-20% of orders are missing, not only are quantity of orders not matching but the sales are different.

I tried to narrow this down through the reports and it's not any particular country, payment method or device it's all so random. And asked Shopify support but they're saying it's a problem with Google. 

[Patrick_McCabe]

We are having the same issue. I hadn't noticed until we started running Ads in Google. The conversions being tracked from our ads don't match up with any real orders as far as I can tell. It seems like the conversion date & order value are both wrong, but I cannot track down the cause.

Google Analytics has the same issue. We are also using the Google & Youtube sales channel/app to pass the data to Google.

[agency_SEEN]

Hey @Patrick_McCabe @shannon-2483 we have come across this issue a lot, as we're an agency that specialises in online retail.

When someone reaches your checkout, Shopify will push a checkout ID into the data layer, not a Transaction ID; this is to improve the experience for the user. If not configured properly, this can be where the inconsistency occurs where CheckoutID's are pushed instead of Transaction ID's. If you'd like to chat more about how we can fix this, please get in touch.

[Patrick_McCabe]

Could you please explain how that results in the Conversion Date & Order Value being wrong?

Explain publicly, not in DMs.

[agency_SEEN]

@Patrick_McCabe that was an overarching response to both yours and @shannon-2483 's issues which seem to be similar, but different. I'll try to posit potential issues individually:

1. Order Value: as mentioned, there is a difference in the data being pushed by Shopify which pushes a checkout ID, not transaction ID. We've seen discrepancies due to tax, currency conversions and shipping information (dependent on your provider).
2. Conversion Date: if your Shopify store timezone is different to Google, there will be a mismatch. Also, Shopify and Google record a session differently so cached pages can prove problematic. 
3. Quantity of Orders: again this is likely coming down to the data Shopify is pushing not aligning with Google.

[saive]

What is the solution to fix Google ads?

[magenest]

Hi Shannon,

Data discrepancies are not uncommon between different tracking platforms. Here are some common factors that can contribute to differences in tracking data between Shopify and Google Analytics:

  + Data processing time: Google Analytics and Shopify may have different data processing times. Often, Shopify may update data faster than Google Analytics, resulting in temporary discrepancies.

  + Tracking implementation: Make sure that the tracking code or tag is implemented correctly on all pages of your site. Even a small error in execution can lead to discrepancies.

  + Refunds and order cancellations: Discrepancies may arise due to canceled orders, refunds, or changes in orders occurring after the initial follow-up on one platform and not by another.

  + Bot and spam traffic: Google Analytics may filter out certain bot or spam traffic that Shopify includes in its data, causing discrepancies in reports.

  + Third-party apps and scripts: Any third-party apps, plugins, or scripts on your site can interfere with the tracking code and lead to discrepancies.

  + Cross-domain tracking: If your website spans multiple domains, tracking between different domains can sometimes cause problems.

To troubleshoot and try to minimize these differences, there are several steps you can take:

  + Double-check the implementation of the tracking code on your website to ensure it is placed and configured correctly.

  + Check for any redirects or changes in URLs that could disrupt tracking.

  + Review Shopify and Google Analytics for any data discrepancies regarding canceled, refunded, or changed orders.

  + Consider using UTM parameters or additional tracking methods to cross-verify data across platforms.

  + If necessary, consult a developer or someone with Google Analytics expertise to thoroughly audit your tracking setup.