I’ve noticed a significant discrepancy between the sales data reported by Klaviyo and my Shopify store. Klaviyo shows over $40K in sales attributed to campaigns, while Shopify only reports $15K in sales through Klaviyo.
Which platform should I trust for accurate sales data? Could this discrepancy be due to differences in attribution models, tracking issues, or something else?
Any insights or advice on how to align these metrics or determine which is more reliable would be greatly appreciated. Thanks!
Best answer by Fario Consulting
Hi, Just to expand on the previous answer This is likely due to their differing tracking methods. Klaviyo tracks actions through cookies, allowing it to attribute sales across multiple devices within a certain window after an email was opened or clicked. Conversely, Shopify attributes sales based on URL UTM codes, limiting attributions only if the purchase occurs in that specific visit initiated by the tracked URL. As such, you might want to reduce Klaviyo's attribution window to better align with Shopify and ensure consistency in your tracking
@talhahussain It happens and it might be due to attribution window settings. Check out what timespan is set in klaviyo for attribution. Ideally 5 days is recommended.
Hi, Just to expand on the previous answer This is likely due to their differing tracking methods. Klaviyo tracks actions through cookies, allowing it to attribute sales across multiple devices within a certain window after an email was opened or clicked. Conversely, Shopify attributes sales based on URL UTM codes, limiting attributions only if the purchase occurs in that specific visit initiated by the tracked URL. As such, you might want to reduce Klaviyo's attribution window to better align with Shopify and ensure consistency in your tracking
Have you reviewed the attribution models and tracking settings in both Klaviyo and Shopify to identify potential causes for the sales data discrepancy? Klaviyo often attributes sales to campaigns if a customer interacts with an email before purchasing, while Shopify may only report direct conversions. Check if UTM parameters and tracking codes are correctly set up in your Klaviyo emails. Ensure both platforms use the same date range for reports. Use Shopify’s reports as a baseline and cross-check with Klaviyo’s data to understand overlaps.
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