Analytics discrepancies
The concept of analytics seems simple: how many times did a certain action take place? In reality, there are many factors, such as how different browsers define each action, the customer's privacy settings, and even the customer's internet connection, that can make reaching an accurate number difficult.
You might notice discrepancies when comparing Shopify Analytics to third-party tracking services such as Google Analytics, when comparing different Shopify reports to each other, or when reviewing historical data after Shopify platform updates. Understanding why these differences occur helps you interpret your reports more accurately and make informed business decisions.
Discrepancies between Shopify and other software
You sometimes have different results between Shopify analytics and third-party tracking services such as Google Analytics.
There are many possible reasons for differences in tracking results:
- Differences in how page reloads and unique visitors are counted. Google counts every page reload, but a browser doesn't count reloads of cached pages.
- Differences in how sessions are defined. For example, some analytics software counts search bots as visitors, but other software doesn’t.
- Google can only count visitors with JavaScript and cookies activated. Some visitors might not allow cookies or JavaScript.
- Customers can use browser extensions to block Google Analytics from tracking their sessions and purchases.
- Discrepancies might be introduced because of different reporting time zones. Learn more about changing your Google time zone.
- It’s unlikely that identical tracking mechanisms are being used by each of the services, so your visitors aren't recorded equally. Details of recording mechanisms are proprietary information and are never shared.
Missing data discrepancies
Certain dimensions, such as Product title or Customer ID, link to the corresponding information in your Shopify admin. If you delete an order, customer, product, or variant, then its data is removed from the reports.
Data disruptions in reports and analytics
On rare occasions, the data in your Shopify admin might be temporarily incomplete or delayed. When this happens, an alert icon displays on affected reports and metrics so that you know to be cautious when making business decisions based on that data.
Depending on the type of issue that's been identified, you might notice any of the following icons:
| Icon | Definition |
|---|---|
 | There are multiple possible scenarios where this icon displays on your analytics:
|
 | Data has been abnormally delayed for over 30 minutes, or a non-business-critical metric is impacted. |
 | Your data is experiencing a major outage, or a business-critical metric is impacted. |
You can hover over or tap the icon to read available information about the data disruption.
Data disruption icons can display on any of the following locations:
- Impacted metric cards on your Analytics overview dashboard.
- Visualizations in any impacted Shopify report.
- Impacted metrics on your Shopify Home page.
When a data disruption event has resolved and your data is successfully restored, the icon is removed and no longer displays in your admin.