It is normal to see differences between Heatmap Revenue and AOV compared to other platform data models. Each platform measures revenue and AOV differently, based on the data sources included, how conversions are tracked, and what adjustments like returns, upsells, shipping, taxes, etc., are applied.
Common Causes of Discrepancies
Consumer Behavior & Tracking Gaps
Heatmap relies on a tracking snippet that fires on the Thank You page after a customer makes a purchase. If a user closes their browser too quickly, navigates away from the site, or is having slow network issues, the snippet may not fire. This results in 4-8% of conversions being untracked, and sometimes as high as 10-12% in mobile or social-heavy demographics.
Channel Coverage Differences
Different platforms do not always track the same channels. For example, a platform like Shopify may consolidate revenue from all sources (ie: online stores, third-party integrations, marketplaces, custom channels, etc.) for comprehensive business analytics, regardless of whether it's involved on your website. Heatmap only captures activity from components of your website where the tracking script is installed (ie: online stores). This means that the numbers you see across platforms may not always represent the exact same data set. As a result, revenue or conversion totals can appear higher or lower depending on which channels are included, even if both systems are technically accurate within their own scope.
Time Zone Variances
Orders may be attributed to different days due to time zone alignment. Heatmap defaults to Eastern Daylight Time (GMT-4). This can cause orders placed around midnight in other time zones to appear on the following day in Heatmap while still showing on the previous day in Shopify. Over time, these shifts can create noticeable discrepancies in daily or hourly reports, even though the overall totals remain consistent.
Inclusion/ Exclusion of $0 Orders, Shipping, and Taxes for AOV
Average Order Value (AOV) can vary widely depending on how each platform calculates it. Heatmap includes shipping and taxes within our calculation; however, other platforms like Shopify include $0 orders, returns, exchanges, shipping, and taxes. This can contribute to discrepancies in the AOV calculation, which can appear lower than Heatmap's AOV due to slightly different views of customer purchase behavior. For website optimization, we recommend excluding data noise from post-purchase experiences, such as returns or exchanges, from our AOV calculation.
Upsells & Adjusted Orders
Heatmap will record the initial order value; however, any upsell adjustments may not be recorded, especially post-Thank You page. This will lead to a mismatch between the two systems. Other platforms, like Shopify, may record this change as it factors in upsell adjustments. This can explain why Heatmap may sometimes show lower revenue per order even when overall sales are aligned.
Understanding and Resolving Data Discrepancies
Data discrepancies between platforms do not necessarily indicate errors in transactions. They can reflect tracking limitations, differences in data methodology, and consumer behavior. When comparing revenue data across systems, it is important to understand what each metric and calculation represents.
If you believe there's a large discrepancy occurring with your revenue, feel free to reach out to our Customer Support team through your heatmap dashboard or email support@heatmap.com.