Summary

It's expected to see different totals for orders and revenue between the Summary Page and the Pixel Page. The two pages are backed by different data layers and serve different purposes:

• The Store section of the Summary Page — which includes the Total Orders and Order Revenue tiles — reflects shop-level order data, without campaign-level ad attribution.
• The Pixel Page — which includes the Pixel Purchases and Pixel Conversion Value columns — reflects ad-attributed data, combining shop-level information with campaign-level attribution.

Global filters also affect the two pages differently. For shops with onsite shop channels (e.g., TikTok Shop, Meta Shop), how those purchases are sourced adds a further discrepancy.

Why This Happens

• Different data layers

  • The Store section of the Summary Page aggregates shop-level transactional data (orders, revenue, refunds) without joining campaign or ad-level attribution.
  • The Pixel Page is backed by the Pixel Joined table (pixel_joined_tvf), which combines shop-level data with attributed campaign/ad-level data.

• Global filters apply at the campaign/attribute level

  • Global filters like channel, campaign, or ad affect the Pixel Page because attribution data (campaign, ad) is present.
  • They do not affect the Summary Page because it only contains shop-level data with no campaign attributes to filter on.

• Onsite purchases (e.g., TikTok Shop, Meta Shop) are sourced from two separate places

  • For onsite shop channels, Triple Whale does not directly track the purchases. Instead, we receive partial data from two separate sources:
    • The ad platform (onsite purchases) — The ad platform (e.g., TikTok, Meta) provides the number of onsite purchases at the ad level (per ad, per day). This data does not include order IDs.
    • Shopify — Includes orders with a matching source (e.g., tiktok, instagram), but without any attribution to specific ads.
  • Because there is no shared identifier between these two sources, the data cannot be joined, compared, or enriched across them.
  • As a result:
    • The Summary Page displays these orders coming from Shopify (order-level data, no ad attribution).
    • The Pixel Page displays these purchases coming from the ad platform (ad-level aggregated data).

Example Scenario

The example below compares Total Orders on the Summary Page to Pixel Purchases on the Pixel Page for the same 3-week window, on a shop with TikTok Shop integration. Shops without onsite channels would not see the TikTok-specific gap, but the data-layer and global-filter causes above still apply.

Excluding TikTok, the totals match exactly (20,769). The entire gap comes from TikTok:

• Summary Page's 1,668 TikTok orders come from Shopify orders with a TikTok source.
• Pixel Page's 2,715 TikTok purchases come from TikTok's onsite purchase data (via API).

How This Affects Reporting

• The data-layer difference (shop-level vs. attributed) and the global-filter behavior apply to every shop: totals will not always match.
• The onsite-purchases discrepancy only applies to shops using onsite shop channels (e.g., TikTok Shop, Meta Shop). Most shops do not use these channels.
• Both views are correct for their intended use — they are answering different questions.

How to Interpret the Data Correctly

• Use the Summary Page's Store section for shop-level order totals that are not tied to ad attribution.
• Use the Pixel Page (Pixel Purchases and Pixel Conversion Value) when analyzing ad-attributed performance (e.g., which campaigns or ads drove which purchases).
• For canonical order totals independent of attribution, query the Orders table.
• For TikTok-specific reporting nuances, see also: Why Do TikTok Shop Purchases Show a Different Number in the Pixel Report Compared to the Ads Breakdown?