Fix Incorrect Metrics in MerchantFlow

Fix Incorrect Metrics

Incorrect metrics in MerchantFlow occur when dashboard numbers do not match what you expect or what other platforms like Shopify, WooCommerce, Google Analytics 4, or ad platforms report. Most discrepancies are caused by timezone differences, attribution model differences, sync timing, or configuration issues rather than data errors.

Common Discrepancies and Their Causes

Revenue Does Not Match Shopify or WooCommerce

Likely causes:

1. Revenue calculation -- MerchantFlow reports net revenue: the order subtotal (already after discounts) plus shipping, minus refunds. Tax is included either way -- it is added on top for stores that price excluding tax, and is already inside the subtotal for stores that price including tax. Shopify's own display may show a gross figure that does not net off refunds
2. Refunds -- MerchantFlow deducts refund amounts from revenue calculations
3. Date range -- ensure you are comparing the exact same date range
4. Timezone -- check that your MerchantFlow timezone matches your store timezone in Settings
5. Sync delay -- orders sync every 30 minutes; orders placed since the last cycle are not included yet
6. Cancelled orders -- MerchantFlow records each order's cancellation date and excludes cancelled orders from revenue, which some store reports do not

Revenue Does Not Match Google Analytics

Likely causes:

1. Attribution model -- GA4 reports on one configured model, while MerchantFlow computes several (first touch, last touch, linear, time decay, and position based)
2. E-commerce tracking -- ensure GA4 e-commerce events are firing correctly on all product pages
3. Sampling -- GA4 may sample data for large traffic volumes
4. Processing delay -- GA4 data has a 24-48 hour delay
5. Currency -- GA4 may report in a different currency than your store

Ad Spend Does Not Match Ad Platforms

Likely causes:

1. Currency conversion -- ensure currencies match between your ad account and MerchantFlow
2. Date range and timezone -- MerchantFlow normalizes ad spend dates to your workspace timezone because ad platforms report in the ad account's timezone. A day-boundary mismatch is the most common cause of a small delta
3. Deduplication -- MerchantFlow deduplicates ad spend records to prevent double-counting
4. Sync timing -- ad data is pulled on the 30-minute background cycle, but ad platforms publish spend on their own delay, so the most recent hours are often still incomplete
5. Deferred days -- if a platform rate-limits MerchantFlow, the affected dates are marked and retried on a later cycle rather than being silently dropped. A recent day can therefore fill in after the fact

Conversion Rate Seems Wrong

MerchantFlow calculates conversion rate as the session conversion rate from GA4:

• This is the percentage of sessions that result in a purchase
• It may differ from other conversion rate calculations (e.g., per-user, per-pageview)
• Ensure GA4 e-commerce tracking is correctly configured

How to Check Data Quality

Two surfaces tell you whether the underlying data is complete:

• COGS coverage -- Profit > COGS reports how much of your catalogue has costs attached, by product, by unit, and by revenue. Profit metrics are only as good as this number
• Integration health and last sync -- the Integration Health dropdown behind the Live indicator lists every provider's health and the time it last synced successfully

If a metric looks wrong, check both before assuming a calculation error.

Settings That Affect Metrics

Several settings affect how metrics are calculated:

1. Timezone -- go to Settings and verify your timezone. This affects daily revenue grouping.
2. Currency -- ensure your MerchantFlow currency matches your store and ad accounts.
3. Date range -- use the dashboard date selector to match the range you are comparing.
4. COGS -- profit metrics require COGS to be configured in Profit > COGS.

How to Verify Data Sources

Check Integration Health

1. Go to Settings > Integrations
2. Verify all integrations show a healthy status
3. Check the last sync time for each integration
4. Review the Audit Logs panel on the same page for any sync errors

Trigger a Manual Sync

If data seems stale:

1. Open Settings > Integrations and click Manual Sync Runner
2. Pick a scope and leave the depth on Normal Sync
3. Wait for the sync to complete
4. Refresh your dashboard

Frequently Asked Questions

Why does MerchantFlow show different revenue than my Shopify dashboard?

MerchantFlow reports net revenue -- subtotal (after discounts) plus shipping, minus refunds -- while Shopify may display a gross figure that does not net off refunds. Timezone differences can also shift daily totals. Verify both platforms use the same date range and timezone.

Is it normal for MerchantFlow data to differ slightly from Google Analytics?

Yes. Small differences are expected due to different attribution models, data sampling in GA4, and processing delays. MerchantFlow computes several attribution models rather than a single fixed one, and it derives revenue from synced order data rather than JavaScript tracking.

How do I fix a currency mismatch between MerchantFlow and my ad platform?

Verify your currency settings in Settings and compare them to your ad account currency. If they differ, MerchantFlow applies currency conversion, which can cause small discrepancies due to exchange rate timing.

Why are my profit margins showing as N/A?

Profit margin calculations require COGS data. Navigate to Profit > COGS to add product costs. Without COGS, MerchantFlow cannot calculate gross margin or net margin.

Related Pages

• KPI Metrics -- Understanding dashboard metrics
• Sync Troubleshooting -- Fix sync issues
• COGS Management -- Configure product costs
• No Data Showing -- Empty dashboard fixes

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Last updated: August 29, 2026