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 this, 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, opens it, does not click on a link, but goes to your store directly and makes a purchase, Google Analytics doesn’t know the sale came from the subscriber receiving and reading this 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 — when they purchase later, they complete the order on their laptop instead of their phone. In this case, Google Analytics does not record a conversion because the shopper read and clicked the email on their phone, but then purchased on a different device. Klaviyo is able to capture this conversion by stitching together the customer’s activity and following their click-to-purchase across different devices.
Because of this fundamental difference, we recommend deferring to Klaviyo’s conversion analytics.