1. Different data collection methods
GA4 mainly collects data through tracking code (i.e. JavaScript code) installed on the website. When a user visits a website, the browser executes this code and sends data to Google's servers. This approach may be influenced by multiple factors, resulting in incomplete data:
*Ad blockers and browser plugins: Many users use ad blockers or privacy protection plugins, which may prevent GA4's tracking code from running, resulting in data being unable to be sent.
*User consent: In many countries and regions, due to privacy regulations such as GDPR and CCPA, websites must obtain user consent before collecting data. If users refuse or do not agree, GA4 will not collect their data.
*Network connection issue: When the user's network is unstable, data may not be successfully sent to Google's servers.
shopify's data is directly recorded on the server side. When users complete purchases or perform other actions, Shopify's servers directly record these events. This method is not affected by user browser settings or ad blockers, and the data is usually more accurate and complete.
2. Different definitions and attribution models
*GA4 and Shopify may have different definitions of "Session" and "Conversion". For example, GA4 has its own attribution model that attributes conversions to different channels (such as direct access, paid advertising, social media, etc.) based on the user's interaction history with the website. Shopify's backend tends to attribute conversions to referral links or direct visits.
*Refunds and cancellations: Shopify records all orders, including refunded and cancelled orders, and deducts them from total sales. Once GA4 records the purchase behavior, it usually does not track subsequent refund or cancellation operations. This may result in GA4's sales data being higher than Shopify's net sales data.
3. Time stamp difference
*GA4 records the time when an event occurs in the user's browser, which may have slight differences from the transaction completion time recorded by Shopify servers. For example, if a user leaves and returns from the checkout page, it may result in GA4 recording multiple sessions or events, while Shopify only records one transaction.
4. Differences in measurement indicators
*GA4 has many custom metrics, such as "user engagement in sessions" and "average engagement time," which may not directly correspond in the Shopify backend. On the contrary, Shopify has metrics that focus more on business operations, such as "net sales" and "gross profit," which GA4 cannot directly obtain.
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