Order And Revenue Figures Don't Match Shopify

Symptom: The revenue or order count FigPii reports for an experiment doesn't match what you see in your Shopify admin.

Some difference is expected. This article explains the legitimate reasons, so you can tell a normal variance from an actual problem.

Reason 1: Certain order types are excluded by design

FigPii's server-side order tracking automatically excludes exchanges, returns and draft orders.

This matters most for stores where draft orders are a meaningful share of revenue, typically B2B, wholesale, or any store that sends invoice links to customers rather than having them check out through the storefront. If that describes your store, FigPii's revenue figure will be lower than Shopify's total by roughly that share.

This does not affect the validity of your experiment. The exclusion applies equally to your control and every variation, so the comparison between them remains sound. It affects the absolute revenue figure, not the relative result.

Reason 2: Only visitors in the experiment are counted

FigPii reports revenue from visitors who were assigned to an experiment, not all store revenue. Orders from visitors who never entered the test ... because they didn't visit a targeted page, arrived after the test ended, or were excluded by targeting rules will not appear in experiment reports.

Check your experiment's URL targeting and device targeting. The narrower the targeting, the larger the gap between experiment revenue and total store revenue.

Reason 3: Duplicate goals measuring the same orders

If both custom pixel tracking and server-side tracking are configured for purchases, you will have two goals typically purchase and shopify_purchase counting the same orders under different names. This makes reports look inconsistent and invites double-counting when figures are added together.

Use server-side tracking for orders and revenue, and reserve custom pixels for the funnel events server-side tracking cannot see: add to cart, view cart, remove from cart and search.

Reason 4: Click-based goals measure clicks, not completions

If a goal is triggered by a click on a checkout button rather than by Shopify's own checkout event, it counts button clicks. It will miss anyone who reaches checkout by another route ,most notably draft-order invoice links, and will count visitors who clicked but never completed.

Check what actually triggers each goal before comparing its numbers to Shopify's.

Reason 5: Normal measurement variance

Some difference between any two analytics systems is unavoidable. FigPii considers a variance of up to around 20% normal when comparing against other tools, caused by differences in visitor definitions, attribution windows, timezone boundaries and bot filtering.

A gap larger than that warrants investigation. A gap of exactly zero would be surprising.

When to contact us

Get in touch at support@figpii.com if:

Revenue is zero while orders are being placed -> see App Embed Not Enabled first
The gap is well beyond 20% and none of the above explains it
Figures were accurate previously and changed suddenly without a configuration change

Include your domain, the experiment name, the date range, and the figures from both systems.