Summary

It’s common to notice discrepancies between Web Analytics conversions and those shown in the Pixel Report. Although both are powered by the Triple Whale Pixel, Web Analytics uses a specific definition for website purchases—requiring a purchase to occur within 30 minutes of a tracked session—while the Pixel Report takes a broader approach. Differences in how sessions are defined and how conversions are attributed can cause the two reports to show different totals.

Why This Happens

1. Different Definitions of Conversions

   • Web Analytics: Considers “website purchases” only if they occur within 30 minutes of the session start.
   • Pixel Report: Tracks “Pixel Purchases,” which may include any purchase attributed to a user’s journey outside the 30-minute session window.

2. Session Tracking Variances

   • Web Analytics: Ends a session after 30 minutes of inactivity, so if a user leaves and returns later, that’s a new session.
   • Pixel Report: May link all interactions (across multiple visits) to a single purchase event, especially when attributing the order to whichever source led the user to the site.

3. Attribution Discrepancies

   • The Pixel Report might credit a purchase to a previous interaction, while Web Analytics attributes it only to a session within the 30-minute window.
   • This difference in approach can lead to fewer conversions recorded in Web Analytics if purchases happen outside the session’s time limit.

Example Scenario

1. A visitor arrives on the website and browses for 25 minutes before leaving (Session 1).
2. Thirty minutes later, the same visitor returns and completes a purchase (Session 2).
   • Web Analytics: Sees Session 2 as a new session and only attributes the purchase to that session if it falls within its 30-minute window.
   • Pixel Report: Potentially credits the purchase to the user’s overall journey, recognizing that they initially visited and then came back, even though the sessions may be considered separate.
3. Outcome: Different rules for when a session ends (and how a purchase is tied to that session) cause the two reports to show different conversion totals.

How This Affects Reporting

• Conversion Rate Differences: Web Analytics may report a lower (or higher) website conversion rate because it’s strict about the 30-minute session window.
• Channel-Level Insights: The Pixel Report focuses on attributing purchases to whatever source drove the user, which may not align neatly with Web Analytics’ session-based approach.

How to Interpret the Data Correctly

1. Recognize Each View’s Definition

   • Web Analytics sessions are time-bound (30 minutes).
   • The Pixel Report has a broader approach to associating a purchase with a prior visit.

2. Review Session Timing

   • If a purchase occurs well after someone leaves the site, Web Analytics treats it as a separate session. The Pixel Report might still link it to the user’s previous interaction.

3. Compare Apples to Apples

   • Align date ranges where possible and be aware that the fundamental definitions of a “conversion” differ between the two views.

4. Focus on the Big Picture

   • Web Analytics metrics are geared toward session-based behavior analysis, while the Pixel Report emphasizes overall attribution and user journeys.

By recognizing that Web Analytics and the Pixel Report measure conversions through distinct rules, brands can better understand why reported conversion totals (and rates) may not match.