Guides
Tracking accuracy
Every analytics tool counts with its own rules, so two honest tools rarely agree. These guides show exactly where the numbers split, and how to close the gap you can close.
Why your analytics numbers never matchGA4, Shopify, Meta and Google Ads count with different rules, dates and blind spots. Where each number splits, and which one to trust for each question.Meta ads vs Shopify: why purchases don't matchMeta Ads Manager shows more (or fewer) purchases than Shopify. The six causes, how to measure your own gap, and which number to use for budget calls.GA4 not tracking conversions: a checklist that finds the causeKey events missing in GA4? Work through ten checks in order, from the event never firing to consent, filters, processing delays and Google Ads imports.Direct traffic: what (direct) / (none) really meansDirect traffic is every visit that arrived with no referrer and no tag. Where it really comes from, why it grows, and five ways to shrink it.GA4 "(not set)": every cause and how to fix itWhy GA4 shows (not set) for landing page, source, medium and campaign, how to tell which cause you have, and the fix for each one.Bot traffic in analytics: how to spot it and filter itHow GA4 and other tools filter bots, the patterns that give bots away in your reports, and what you can do about the bots that get through.Cross-domain tracking: checkouts, booking tools and iframesWhy a visitor who moves to a checkout, a booking tool or an embedded form loses their source, and how to keep the credit with the ad that brought them.