hi,
Since Aug. 6th, we have a big increase on CVR of Google source, but not big change on overall CVR & GMV. Is something wrong with the data?
Best,
Topic summary
Sudden spike in Google-source CVR (conversion rate) beginning Aug 6, without a corresponding change in overall CVR or GMV (Gross Merchandise Value), raising concerns about data accuracy.
A screenshot is referenced and appears central to illustrating the trend.
Proposed cause: misconfigured UTM parameters—recent emails or campaigns may have used utm_source=Google instead of Email, inflating Google’s conversion rate via misattribution.
Implications: Channel attribution may be skewed; Google looks more effective while total performance remains stable, suggesting data labeling rather than real performance change.
Key terms: UTM source (URL tracking parameter indicating traffic origin), CVR (percentage of visitors converting), GMV (total sales value before returns/discounts).
Suggested actions:
- Audit recent campaign links for correct UTM source/medium/tagging.
- Review analytics reports (Shopify, GA4, Google Ads) for channel mapping and any tagging automation changes.
- Compare email send dates with the CVR spike; check sessions, conversions, and assisted conversions by channel.
Status: Unresolved; awaiting confirmation of tagging or further data.
Is it possible that you sent out an email using the wrong UTM source? Google instead of Email?