Some users may be concerned when they see that the number of orders exceeds the add-to-cart or checkout events in the analytics table, assuming it’s a tracking issue.
In reality, this discrepancy could be due to store settings, payment gateways, or third-party apps.
Order/Checkout Higher Than Add to Cart
In some themes, the “add to cart” button may directly lead the user to the checkout page. In this case, no add-to-cart event is triggered, meaning our web pixel won’t be able to track it.
Order Higher Than Checkout
Similar to the above, if an order is placed without going through Shopify’s native checkout page (e.g., via an alternative payment method), we won’t be able to track the checkout event.
Examples
App
Releasit COD Form & Upsells
Express checkout
Shop Pay
PayPal
Google Pay
To learn more about how ABConvert tracks data, please refer to this article.