When working with analytics products, discrepancies between different tracking systems are a common occurrence. This document explains why these differences exist and helps set proper expectations for data interpretation.

Current Known Discrepancies

1. Page-Based vs Product-Based Revenue Attribution

Revenue numbers may differ significantly between Replo and e-commerce platforms like Shopify due to different attribution models. You can read more about Replo's attribution models here.

Technical Details

Replo uses page-based attribution, which means revenue is attributed to all pages viewed during a purchasing session. This approach is based on the assumption that each page viewed contributes to the customer's purchase decision. For example, if a user views Page A, then Page B, and purchases $100 worth of items, both pages receive $100 revenue attribution. In contrast, e-commerce platforms typically use product-based attribution, where revenue is only attributed to the specific products sold. For instance, if Product A is sold 10 times at $100, it receives $1,000 in revenue attribution, regardless of what other pages were viewed in the session.

Impact

• Our system's revenue numbers may appear higher due to multiple attributions

• Individual page performance metrics will differ from product performance metrics

• Both numbers are valid but serve different analytical purposes

2. Domain and Subdomain Analytics Aggregation

Revenue, sessions, and conversion metrics may differ between Replo and Shopify due to how each platform handles domains and subdomains. Shopify automatically aggregates analytics data across all domains and subdomains (e.g., combining data from example.com, uk.example.com, us.example.com). By default, Replo shows results for the root domain only. This can lead to Shopify showing higher numbers than Replo when multiple domains/subdomains are in use.

Solution

In Replo's Analytics Dashboard, you can now select which domain/subdomain you want to see results for. To match Shopify's numbers more closely, you can view individual domain/subdomain data separately and manually combine data from multiple domains if needed

Impact

• Sessions counts may appear lower in Replo if looking at root domain only

• Conversion rates might differ due to traffic distribution across domains

Support Resources

If you need additional clarification or encounter unexpected discrepancies, please contact the Support team for further assistance.