Data Discrepancies

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Why Discrepancies Happen

• Attribution windows differ
• Deduplication logic varies
• Time zones not aligned
• Tracking method differences (client vs server)
• View-through vs click-through attribution
• Data processing delays

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DATALYR vs Ad Platforms

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Meta Ads Discrepancies

1. Attribution Window Difference:
   • DATALYR: 30-day default
   • Meta: 7-day click, 1-day view
2. View-Through Attribution:
   • DATALYR: Click attribution only
   • Meta: Includes view-through conversions
3. Multi-Touch Attribution:
   • DATALYR: Last-click attribution
   • Meta: Can credit multiple touchpoints

• Meta: Use 7-day click window (remove view-through)
• DATALYR: Filter conversions attributed to Meta within 7 days

1. Pixel and CAPI Duplication: Both Meta Pixel and DATALYR CAPI installed, conversions counted twice. Check: Meta Events Manager → Diagnostics → Deduplication status Fix: DATALYR automatically deduplicates. If seeing duplicates, verify event_id consistency.
2. Offline Conversions: Meta may count offline conversions DATALYR doesn’t track.
3. Attribution Model: Meta using multi-touch attribution instead of last-click. Fix: Meta Ads → Attribution settings → Select “Last-click” model

1. Currency Conversion: Different exchange rates or timing.
2. Refunds: DATALYR tracks refunds, Meta may not.
3. Value Mapping: Conversion Rule mapping wrong field (order total vs item total).

datalyr.track('purchase', {
  revenue: 99.99,  // Must match order total
  currency: 'USD'
});

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Google Ads Discrepancies

1. Attribution Window:
   • DATALYR: 30-day default
   • Google: 30-day default (configurable)
2. Conversion Counting:
   • DATALYR: Every conversion
   • Google: One conversion per click (default)
   Fix: Google Ads → Conversions → Conversion action → Counting → Select “Every”
3. Enhanced Conversions Not Matched: User data doesn’t match Google’s records. Fix: Include email/phone in conversions:
   Copy

   datalyr.track('purchase', {
     revenue: 99.99,
     email: '[email protected]'
   });
   

1. Multiple Conversion Actions: Google counting multiple conversion types, DATALYR tracking one.
2. View-Through Conversions: Google includes view-through, DATALYR doesn’t. Fix: Google Ads → Conversions → Filter by “Click conversions only”
3. Cross-Device Tracking: Google tracks across devices, DATALYR session-based.

1. Tax/Shipping Included: Google may include tax/shipping, DATALYR tracking subtotal. Fix: Ensure consistent value tracking (include or exclude tax/shipping in both).
2. Conversion Value Source:
   • Google: Using default value
   • DATALYR: Using actual transaction value
   Fix: Verify Google conversion action uses “transaction-specific value” not default.

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TikTok Ads Discrepancies

1. Attribution Window:
   • DATALYR: 30-day default
   • TikTok: 28-day click
2. Pixel Delay: TikTok pixel may not fire on all conversions.

1. View-Through Attribution: TikTok includes impressions, DATALYR click-only.
2. Duplicate Tracking: Both TikTok Pixel and DATALYR sending events. Fix: Remove TikTok Pixel, use DATALYR only. Or keep both (DATALYR deduplicates).

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DATALYR vs Shopify

1. Order Status: DATALYR syncs “paid” orders only, Shopify shows all (including pending). Fix: Shopify: Filter orders by “Paid” status
2. Tracking Not on Checkout: DATALYR script not installed on checkout pages. Fix: See Shopify Checkout Tracking
3. Draft Orders: Shopify includes draft orders, DATALYR doesn’t.

1. Duplicate events (check Event Stream for duplicates)
2. Multiple workspaces tracking same store

1. Refunds: DATALYR may include refunds, Shopify net revenue excludes them.
2. Discounts: Different handling of discount codes.
3. Time Zone: Shopify and DATALYR using different time zones. Fix: Settings → Workspace Settings → Set timezone to match Shopify

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DATALYR vs Stripe

1. Event Type: DATALYR syncs charge.succeeded only, Stripe shows all charge attempts.
2. Failed Payments: Stripe includes failed attempts, DATALYR only successful.
3. Refunds: Stripe net includes refunds, DATALYR gross.

1. Fees:
   • Stripe: Shows gross before fees
   • DATALYR: Also tracks gross (fees separate)
2. Currency: Different currency conversion timing/rates.

1. Baseline Not Set: First sync captures current MRR, future changes calculated from baseline. Fix: Integrations → Stripe → Reset MRR Baseline
2. Subscription Intervals: Mixed intervals (monthly, annual, quarterly). Verify: Annual subscriptions divided by 12 correctly.
3. Canceled Subscriptions: Stripe may include canceled (still active), DATALYR depends on status.

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DATALYR vs Google Analytics

• GA: Counts sessions and users differently
• DATALYR: Visitor-based tracking
• GA: Includes bot traffic (sometimes)
• DATALYR: Filters bot traffic

1. SPA Tracking: GA may not track all SPA navigation, DATALYR does (if enabled).
2. Ad Blockers: Block GA more aggressively than DATALYR.
3. Sampling: GA samples data for high-traffic sites, DATALYR doesn’t.

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Time Zone Issues

1. DATALYR: Settings → Workspace Settings → Timezone
2. Ad Platforms: Account settings → Timezone
3. Shopify: Settings → General → Timezone
4. Stripe: Settings → Account settings → Timezone

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Attribution Model Differences

• Default: Last-click attribution
• 30-day attribution window
• Click-based (no view-through)

• Configurable: Last-click, first-click, linear, time decay, etc.
• 7-day click, 1-day view default
• Includes view-through

• Configurable: Data-driven, last-click, first-click, linear, time decay
• 30-day click, 1-day view default
• Cross-device tracking

• Set all to “Last-click”
• Use same attribution window
• Disable view-through conversions

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Data Processing Delays

• Events: Real-time (seconds)
• Conversions: Real-time
• Reports: Real-time

• Events: Real-time in Events Manager
• Conversions: Up to 24 hours in Ads Manager
• Reports: Lag varies

• Conversions: 3+ hours typical
• Reports: 24-48 hours for final numbers

• Events: Real-time in Events Manager
• Conversions: Up to 24 hours
• Reports: Lag varies

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Deduplication Differences

• 7-day window
• Based on event properties (order ID, transaction ID)
• Prevents same conversion sent multiple times

• Meta: event_id deduplication (pixel + CAPI)
• Google: Click ID and conversion timestamp
• TikTok: event_id deduplication

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Sampling

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Bot Traffic

• Shopify: Includes some bot traffic
• Google Analytics: Bot filtering optional
• Ad platforms: Generally filter bots

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Currency Conversion

const revenueUSD = convertToUSD(revenueLocal, currency);
datalyr.track('purchase', {
  revenue: revenueUSD,
  currency: 'USD'
});

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Acceptable Variance

• Event counts: 5-10% variance acceptable
• Conversion counts: 10-15% variance acceptable
• Revenue: 5% variance acceptable

• Variance >20% consistently
• Sudden unexplained changes
• One platform showing zero data

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Debugging Discrepancies

• Tracking installed correctly?
• Integrations connected?
• Conversion Rules configured?

• Use same date range
• Use same timezone
• Use same attribution model
• Use same currency

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Tools for Comparison

• Meta: Events Manager → Diagnostics
• Google: Conversions → Status
• TikTok: Events Manager → Events

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When to Worry

• Zero conversions in ad platform but events in DATALYR
• 50%+ discrepancy consistently
• Revenue off by >20%
• Sudden drop or spike in one platform only

• 5-15% variance
• Small number differences
• Variance decreases over time as data accumulates

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Still Seeing Large Discrepancies?

• Platform comparison (DATALYR vs what)
• Date range compared
• Specific metric (conversions, revenue, etc.)
• Screenshots of both platforms
• Workspace ID

• Same date range in both platforms
• Same timezone
• Any filters applied

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Next Steps