Platform mismatches

Why your tracking numbers don’t match

GA4 says one thing, Shopify another, Meta a third, and none of them agree. It is maddening, and it is almost always because each tool measures differently, not because one is broken. These guides explain every common mismatch and which number to actually trust.

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12 guides in this topic

Every platform mismatches guide

Browse all 12. Each one is a single, specific answer, in plain English.

GA4 and Squarespace numbers don't match: what's going on

Squarespace's built-in analytics and GA4 rarely agree. Here's why they differ, which to trust for what, and how to get GA4 tracking Squarespace sales properly.

GA4 and Wix numbers don't match: why and how to fix it

Wix and GA4 often disagree on traffic and sales. Here's why, the Wix-specific setup gotchas, and how to get GA4 and your Wix store telling the same story.

GA4 and WooCommerce sales don't match: why and how to fix it

If GA4 revenue doesn't match your WooCommerce orders, here are the usual causes (purchase event, duplicates, consent, missing transaction_id) and how to fix each.

Why GA4 and your store’s sales numbers don’t match

GA4 rarely matches Shopify or Stripe exactly, but a big gap means a tracking fault. Here’s what causes the mismatch, how close they should be, and how to fix it.

Why your Meta Ads numbers never match GA4 or Shopify

Meta Ads Manager, GA4 and Shopify almost never agree on how many sales your ads drove. Here are the real reasons, from iOS tracking loss and attribution windows to missing CAPI, and how to close the gap.

GA4 and HubSpot numbers don't match: why, and how to reconcile

GA4 and HubSpot count sessions, contacts and sources differently, so they rarely agree. Here is why the gap exists, which tool to trust for what, and how to reconcile them.

GA4 and Klaviyo revenue don't match: why and how to fix it

Klaviyo reports more email revenue than GA4 attributes to email, often by a lot. Here is why attribution windows and tracking methods differ, and how to reconcile the two.

GA4 and Stripe revenue don't match: why and how to fix it

Stripe is your source of truth for money, but GA4 revenue rarely matches it. Here is why, from off-site checkouts to refunds and consent, and how to close the gap.

GA4 and Shopify's own analytics don't match: why

Shopify's dashboard and GA4 count sessions and sales differently, so they rarely agree. Here is why the gap exists, which to trust, and how to reconcile them.

Why Looker Studio shows different numbers than GA4

Your Looker Studio report and the GA4 interface disagree, even though Looker pulls from GA4. Here is why, from sampling to date ranges to thresholding, and how to fix it.

Why Meta reports more conversions than Google Ads

Meta and Google Ads both claim conversions on different rules, so their totals rarely agree and can overlap. Here is why Meta tends to claim more and how to read it.

Why your ROAS looks different on every platform

Google, Meta and GA4 each report a different ROAS for the same spend. Here is why attribution, windows and revenue sources pull them apart, and which number to act on.