Why numbers don't match Shopify, GA4, or ad platforms
When a metric in Ignyte IQ doesn’t match the same metric in a source platform, the difference typically falls into one of four categories: timing, definition, scope, or attribution. The ℹ️ panel on the metric tells you which category applies in a given case.
This article is the canonical reference for these four categories. Other articles link here for the explanation.
How to identify the category
Section titled “How to identify the category”| Open | To check |
|---|---|
| ℹ️ panel on the metric | Definition, calculation notes, datasource, date anchor, last calculated |
| Data panel (top-right) | Connection status and last sync for the datasource |
The four categories
Section titled “The four categories”1. Timing
Section titled “1. Timing”Each datasource syncs to Ignyte IQ on its own schedule, typically hourly. The dashboard reflects data up to the most recent sync, which is always slightly behind the source platform’s real-time view.
Example: if the most recent Shopify sync was at 8:30 AM and you check at 9:00 AM, Ignyte IQ shows data through 8:30 AM. Shopify’s own Today view will be 30 minutes ahead.
Check: Data panel → look at the last updated time for the datasource.
2. Definition
Section titled “2. Definition”“Sales,” “revenue,” and similar terms have different meanings on different platforms, and Ignyte IQ uses variants that aren’t interchangeable.
| Term | Typical definition |
|---|---|
| Gross Sales | Product revenue before deductions like refunds; usually excludes shipping. |
| Gross Revenue | Often Gross Sales plus shipping. |
| Net Sales | Approximately Gross Revenue minus discounts and refunds. |
| Total Sales | Catch-all label; varies by datasource. |
The exact rules for your workspace appear in the ℹ️ panel for each metric.
Check: ℹ️ panel → definition and calculation notes. See Revenue metrics for the full breakdown.
3. Scope and date anchor
Section titled “3. Scope and date anchor”Two views of the same business concept can show different totals if they use different time fields (“date anchors”).
Example: Shopify’s Analytics typically counts orders by creation date. Some Ignyte IQ metrics count by closed date (when the order finalized, often after fulfillment). For orders created late one day and closed early the next, the two anchors place them on different days.
Check: ℹ️ panel → look for the date anchor field. See Date anchors and Shopify Sales vs Order closed date.
4. Attribution (for ad metrics)
Section titled “4. Attribution (for ad metrics)”Each ad platform reports conversions using its own attribution model and lookback window. GA4 reports conversions using its own model, typically more conservative. The two often disagree.
| Source | Default attribution |
|---|---|
| Google Ads | 30-day post-click |
| Meta Ads | 7-day click + 1-day view |
| TikTok Ads | Varies by account configuration |
| GA4 | Data-driven (default), shorter lookback |
In Ignyte IQ, the ad-platform dashboards use platform-reported attribution — each platform’s own model. GA4 applies its own model to the same conversions. Both are correct under their respective models; they answer different questions.
Check: Facebook attribution windows for how a platform’s window shapes its numbers.
Difference magnitude reference
Section titled “Difference magnitude reference”| Size of difference | Typical category | Action |
|---|---|---|
| Within ~5% | Timing or definition | None — open the ℹ️ panel if the metric is high-stakes |
| 5–20% | Definition or scope | Confirm definition + date anchor in the ℹ️ panel |
| 20%+ | Scope or attribution | Investigate; may need datasource or attribution configuration changes |
| 3× or more (ad metrics) | Attribution | The platform’s window (often view-through) vs GA4’s model — not a sync issue |
Common questions
Section titled “Common questions”Which revenue number should be reported externally?
Pick one (most teams use Net Sales) and use it consistently across reports.
Why does Meta report more conversions than GA4 in the Paid Media view?
View-through credit, cross-device matching, and a longer attribution window. The platform attributes more touches; GA4 is more conservative. See Facebook attribution windows.
Can the discrepancy be eliminated?
For timing and sync-related differences, reconnecting or waiting for the next sync resolves them. For definition, scope, and attribution differences, the discrepancy reflects real differences in how the metric is computed across platforms.
Troubleshooting
Section titled “Troubleshooting”- Definition in the ℹ️ panel doesn’t match expectations — cross-reference Metric Definitions.
- Sync timestamp is older than the platform’s normal sync window — reconnect the datasource from Settings → Integrations.
- Platform vs GA4 conversions differ by 3× or more — typically view-through credit; the gap is real, not a sync issue.