Why is there a difference in values between Google Analytics and Klaviyo?
Google Analytics uses pixel tracking and Klaviyo uses data directly from your database. Because of that, it’s likely the analytics between both services won’t align. In general, Klaviyo is much more accurate than Google Analytics.
For instance, if a subscriber receives an email, reads it, does not click on a link, but goes to your store directly and makes a purchase, Google Analytics doesn’t know that sale came from they received email, but Klaviyo does. Or say a subscriber receives an email, reads it, clicks on a link from their phone, but waits until later to complete their purchase, but they complete it on their laptop instead of their phone. In this case, Google Analytics does not record a conversion because they read and click the email on their phone, but not on their laptop. Klaviyo does see the conversion by stitching together the customer’s activity and noticing which email they read before making their purchase.
Because of this fundamental difference, we recommend deferring to Klaviyo’s conversion analytics.