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 uses net revenue (after discounts, before tax) by default, which may differ from Shopify's gross revenue display
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 periodically; recent orders may not be included yet
6. Test orders -- MerchantFlow excludes test/bogus orders from Shopify

Revenue Does Not Match Google Analytics

Likely causes:

1. Attribution model -- GA4 may use a different attribution model than MerchantFlow
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 -- ad platforms may use different timezone defaults
3. Deduplication -- MerchantFlow deduplicates ad spend records to prevent double-counting
4. Sync timing -- ad data syncs every 12 hours; very recent spend may not be included

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

MerchantFlow includes data quality tracking to help identify potential issues:

• Data completeness -- whether all expected data sources have synced
• Sync recency -- how recently each integration was last synced
• Coverage gaps -- date ranges where data may be incomplete

Check the data quality summary in your dashboard for any warnings.

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 P&L > COGS Management.

How to Verify Data Sources

Check Integration Health

1. Go to Settings > Integrations
2. Verify all integrations show "Connected" status
3. Check the last sync time for each integration
4. Review logs for any sync errors

Trigger a Manual Sync

If data seems stale:

1. Trigger a manual sync from Settings > Integrations or the Manual Sync Runner
2. Wait for the sync to complete
3. Refresh your dashboard

Frequently Asked Questions

Why does MerchantFlow show different revenue than my Shopify dashboard?

MerchantFlow typically reports net revenue (after discounts and refunds, before tax), while Shopify may display gross revenue. 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 uses last-click attribution and relies on 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 Dashboard > P&L > 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: March 14, 2026