Introduction
Seeing different numbers between Heatmap and GA4? Good! That's by design. The two platforms are built on fundamentally different data models. Neither is “right” or “wrong;” they simply approach session and revenue tracking slightly different.
This article will help you understand how Heatmap vs Google Analytics approach metrics differently and then get started with Heatmap!
1. Heatmap Session-Based vs. GA4 User-Based Tracking
Heatmap uses a session-based model. Each time someone visits your site, it is treated as a distinct session, even if the user returns multiple times a day. GA4 uses a user-based model, grouping visits from the same user in a single journey.
Example: If a customer visits your site in the morning and again at night, GA4 counts that as 1 user, while Heatmap counts it as 2 sessions. This is the largest difference you’ll see between the two platforms.
For understanding Shopify vs Heatmap you can read this article as well.
Engaged Session Rules
GA4 has very strict requirements for what counts as an engaged session in comparison to Heatmap, which can filter out important realistic user behavior.
GA4 | Heatmap |
User spends 10+ seconds on the site, has a key event, or 2+ pageviews or screenviews in their visit.
| User spends 5+ seconds on the site, clicks or scrolls. |
How Heatmap Sessions Work:
Client-side tracking: Focused on browser-based interactions.
Strictly filters out instant bounces, accidental visits, and bot traffic, providing cleaner analytics data optimized for actionable insights.
Specifically built to provide detailed analytics optimized for e-commerce conversion and website improvement.
Why This Matters
Each visit to your site is a chance for someone to buy, even if it’s the same person returning later in the day. Because Heatmap counts every visit as its own session (instead of grouping multiple visits under one user like GA4 does), you get a clearer picture of how often shoppers actually come back and engage. This session-based approach makes it easier to spot when someone browses without buying, then returns later to complete a purchase. These insights help you optimize your website experience more effectively.
2. GA4 vs Heatmap Revenue Calculations
When you compare revenue numbers between GA4 and Heatmap, you may notice they don’t always match.
GA4 | Heatmap |
Includes purchase revenue, subscription revenue, ad revenue, and subtracts refunds during the selected time period.
| Includes only website purchase revenue. It does not subtract refunds, include recurring subscription revenue, or ad revenue. |
Note: Both GA4 and Heatmap include taxes and shipping, however Shopify excludes them, which is why Shopify’s Total Sales may differ from both GA4 and Heatmap. To learn more about Shopify’s data model, read this article.
Why Revenue Might Seem Different
Any transaction/revenue that is not originated on your website will not be tracked in Heatmap as a session or revenue. For example, if a user buys through TikTok Shop, this may show this revenue. Because heatmap is a behavioral web analytics platform, we only want to track sessions that truly shopped on the website. If a user clicks an Abandoned Cart email and goes straight to the cart, Heatmap will not track this as it's not a true “shopping session.” Heatmap also does not include subscription revenue, as it's not a session from your website.
3. Multiple vs Single “Add to Carts” within a Session
When looking at “Add to Cart” events, GA4 and Heatmap use different counting rules.
GA4 | Heatmap |
Counts every individual Add to Cart action. If a shopper adds three items to their cart in one session, GA4 will log three Add to Carts.
| Counts if an Add to Cart happens or not on a per-session basis.
Think of this as “Did they add to cart in this section?” Heatmap reports this back as a “yes or no.” |
Heatmap’s "Add to Cart" Metrics
Heatmap tracks individual "Add to Cart" events explicitly and precisely:
Records every single Add-to-Cart click independently, offering detailed, granular analytics about actual user interactions.
Tied explicitly to engaged sessions (real user behavior), allowing marketers to identify precise product interests and optimize accordingly.
Filters out accidental clicks, bots, and unengaged sessions, ensuring data reflects genuine user intent and actionable insights.
Conclusion
The key takeaway is that Heatmap and GA4 aren’t meant to show the exact same numbers. GA4 is designed to give you a broad view of total business performance across users, channels, and revenue streams (including ads and subscriptions, and subtracting refunds). Heatmap is intentionally focused on sessions and on-site behavior, showing you when and how often people truly engage with your website and whether each visit leads to meaningful shopping actions. This session-based lens makes it easier to identify where visitors drop off, understand real browsing behavior, and uncover opportunities to improve your site experience.
If you’re interested in learning more about heatmap's data definitions and methodology to maximize your Ecommerce growth, read here.
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If you have questions or run into any issues while using Heatmap, our support team is here to help. Contact us anytime at Support@heatmap.com.