Why Are My Analytics in Marketer Different from Shopify?

If the sales figures in your Marketer dashboard don’t match what’s reported in Shopify, it’s due to differences in how attribution and tracking work across Meta, Google, and Shopify.


Marketer pulls analytics directly from Meta and Google, which may not always align perfectly with real-time sales reporting due to:


✔ Delayed data attribution

✔ Privacy-related tracking limitations (e.g., iOS 14 updates)

✔ Different attribution models across platforms

Understanding Attribution Differences

  • Delayed Attribution in Meta & Google

  • Sales in Shopify reflect real-time transactions, while Meta and Google use attribution windows to track conversions over time.
  • A sale recorded today may actually be attributed to an ad click that happened days ago.
  • Meta’s Lookback Window: If a customer interacts with an ad but doesn’t buy immediately, the system credits the sale back to the ad if the purchase happens within a set timeframe (e.g., 7-day click, 1-day view window).


This is why Shopify reports the sale at the time of purchase, but Meta attributes it to an earlier ad engagement.

  • Tracking Limitations & Privacy Updates


Certain tracking limitations affect how conversions are measured:

  • Cross-Device Behavior: A user may click an ad on mobile but complete the purchase on desktop, which may not always be tracked seamlessly.
  • Cookie & Privacy Opt-Outs: With iOS 14+ privacy updates, Meta can’t always track users directly and relies on modeled conversions, which may not fully match Shopify’s event tracking.
  • Offline & Delayed Conversions: If a customer engages with an ad but purchases later (in-store, phone order, or via a delayed checkout), the attribution timing may differ between platforms.

How We're Improving Data Accuracy

Our developers are actively working with Meta and Google to improve data retrieval and attribution tracking. However, due to new EU regulations on data privacy, achieving 100% perfect attribution across platforms is increasingly difficult.


What We’re Doing:

  • Optimizing how we pull data from Meta and Google for better accuracy.
  • Working on updates to improve reporting consistency.
  • Ensuring compliance with evolving privacy regulations while maximizing data reliability.

As these improvements roll out, you may notice better alignment in reporting over time.

What You Can Do

✔ Compare trends, not exact numbers – Since different platforms report data differently, look for patterns in performance rather than expecting a perfect match.

✔ Understand attribution models – Meta and Google assign credit differently than Shopify, often attributing sales to earlier ad engagements.