Summary

You may notice that Shopify reports a different conversion rate than Triple Whale Web Analytics. The primary reason for this discrepancy is that Shopify calculates conversion rate based on converted sessions, while Triple Whale calculates conversion rate based on completed purchases. Additionally, Shopify and Triple Whale define sessions differently, meaning that the denominator in the conversion rate calculation (sessions) is not identical between the two platforms.

Why This Happens

• Shopify’s Session-Based Conversion Calculation

  • Shopify defines conversion rate as Converted Sessions / Total Sessions.
  • A session is considered "converted" if the user adds an item to their cart, proceeds to checkout, and completes a purchase.
  • Multiple orders can occur within the same session, but Shopify still counts it as a single converted session.
  • Shopify tracks sessions using cookies, meaning the same visitor can have multiple sessions if they return after 30 minutes of inactivity or cross midnight UTC.

• Triple Whale’s Purchase-Based Conversion Calculation

  • Triple Whale defines conversion rate as Web Purchases / Sessions.
  • Each successful order is counted as a conversion, regardless of whether multiple purchases occur within the same session.
  • Triple Whale does not rely on cookies and instead attributes conversions based on tracked purchase events.

• Session Definition Differences Affect the Conversion Rate

  • Shopify resets sessions at midnight UTC and after 30 minutes of inactivity, meaning session counts may be higher.
  • Triple Whale defines a session as lasting 30 minutes after the last page view, and it starts a new session when a visitor arrives via Direct, Referral, or UTM sources.
  • Because session totals are different in each platform, the final conversion rate will also differ.
  • For more on how session definitions differ, see:
    Why Do Shopify Sessions Not Match Triple Whale Web Analytics?

Example Scenario

1. Shopify

   • A shopper visits your store, adds an item to their cart, and checks out twice within the same session.
   • Shopify records one converted session even though two separate purchases were made.
   • The conversion rate is calculated as 1 converted session / total sessions.

2. Triple Whale

   • The same shopper makes two purchases within the same session.
   • Triple Whale records two separate purchases and includes both in the conversion rate calculation.
   • The conversion rate is calculated as 2 purchases / total sessions.

How This Affects Reporting

• Higher or Lower Conversion Rates in Either Platform
  • Shopify may show a lower conversion rate because multiple orders within a session only count as one converted session.
  • Triple Whale may show a higher conversion rate if multiple orders occur in a single session, as each order is counted separately.

How to Interpret the Data Correctly

• Compare Trends, Not Exact Numbers

  • Since each platform calculates conversion rate differently, focus on how conversion rates change over time within each system rather than expecting exact matches.

• Understand Session vs. Purchase Differences

  • Shopify's conversion rate reflects the percentage of sessions that resulted in at least one purchase.
  • Triple Whale's conversion rate reflects the percentage of total purchases relative to sessions.

• Recognize How Session Tracking Affects the Final Number

  • Shopify’s cookie-based session tracking can inflate or reduce the session count depending on activity and midnight resets.
  • Triple Whale’s source-based tracking ensures session continuity but may result in fewer session resets, impacting conversion rate calculations.

By understanding how Shopify’s session-based model differs from Triple Whale’s purchase-based model, and recognizing how session definitions influence the denominator, you can better analyze conversion rate discrepancies across platforms.