Why do my conversions in Builder not match conversions in my Shopify store?

If you are a Shopify store and have installed the Builder Shopify App, you get access to many powerful features out of the box, including built-in conversion tracking.

Any time a user clicks from a Builder page to the cart/checkout page and completes a purchase, Builder will fire a conversion event to Builder’s tracking API as well as set a cookie with the order ID. By setting the order ID cookie, we are able to ensure that any single checkout event won’t accidentally fire multiple events to our tracking API. Both the cookie and the tracking event are fired from the frontend of your application.

The conversion event will also include a session ID. Conversions are then tied to any content entry within Builder that includes an impression of that entry within the same session.

However, because this conversion tracking event is fired from the frontend, and because we validate the session ID based on a cookie, there is a chance that sometimes conversion events can be slow to post, doubled-counted or dropped altogether. This could happen for any number of reasons, such as:

  • A user has ad blockers enabled that block the cookie or tracking API completely
  • A user closes the window before the API request can be completely sent
  • A user’s internet connection is slow or fails before the conversion can be sent
  • Any number of other user- or environmentally-related reasons.

Because of this, and because a conversion can be tied to multiple content entries, it’s possible that your conversion tracking within Builder can be slightly off when compared to other analytics (e.g. Shopify’s). For this reason, we advise customers to refer to tracking and metrics within their Shopify store for a direct source of truth.

That being said, these differences should be immaterial, and the directional insights that the tracking provides will give a detailed and actionable analysis on how your content entries are performing!

As always, if you have any further questions or encounter any issues please don’t hesitate to reach out!