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 (cookie policy), payment gateways, or third-party apps.

If there are cookie policy settings in your store, we can only track people who have approved it. Otherwise, our tracking pixel will be blocked. For more details, please checkout this article.

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.

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.