Your shopping cart plug-in feature isn’t always 100% accurate, depending on how tracking pixels are installed on your website.
For instance, sometimes tracking pixels are triggered repeatedly when a user navigates away from the checkout and back again, or if they refresh the page.
This could be scored as several conversions when only one may actually occur, meaning results may be over-inflated.
Similarly, if you don’t use unique checkout links, you may be recording more conversions than real sales. Ecommerce website providers offer guides to set these up, or if you use a custom-built site, you may wish to speak to your developer about setting up unique checkout links.
Accurate tracking can clarify your average order value, cart abandonment rate, conversion rate, total revenue and the total number of orders.