Why are there discrepancies in my UTM tracking results?

Technical Q&A
1

Hi, I’m comparing numbers across my tracking platforms vs. Shopify and I am seeing consistent discrepancies.

Eg. It seems like my Meta Manager is showing that I have 3 orders for the day, attributed to Meta, which is my main paid social channel, however, on Shopify, i do not see any orders that are attributed to paid social.

Can I understand how is the UTM on Shopify logged? I’m trying to understand what is causing this discrepancy as I’m very sure that my UTM tracking link is being input correctly.

Thanks.

2

Hello ONEjosh,

Client-side/website tracking is a messy business for sure :slightly_smiling_face: I know what I am talking about because we implemented our proprietary web tracking at Dhatma (to enhance and mix with already available Shopify data) and it was quickly clear that there is no point comparing 2 solutions click to click, session to session as there will be always differences (its more like a ballpark kind of thing). Shopify has even a page explaining discrepancies: https://help.shopify.com/en/manual/reports-and-analytics/discrepancies .

If you are interested in web analytics/product and sales tracking I would suggest to give also Dhatma a try, as we manage to track more reliable than Google Analytics for example which is heavily affected by blockers.

Happy selling!