# Understanding PDQ vs Shopify Analytics

How to validate your data and why there's sometimes a small discrepancy.

July 29, 2025

## When you're reviewing performance in PDQ Analytics and comparing it to Shopify, it's normal to see some differences.

## This guide explains why that happens and how to quickly validate the data.

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## Why the Numbers Might Not Match

## 1. **Different Measurement Points**

- **PDQ Analytics** tracks checkout sessions starting **after shipping selection** (to support A/B testing).

- **Shopify Analytics** includes **all checkout starts**, even if users don’t reach shipping.

✅ **Tip**: To compare fairly, use “All checkouts” in PDQ, not the default post-shipping view.

## 2. **Bot Filtering**

- Shopify filters bots in the backend—but the exact logic is not transparent.

- PDQ **lets you filter bots in or out**, and you can request a **data export** to dig deeper.

✅ If you're ever unsure, you can filter bots directly or request an ad-hoc export to analyze what PDQ filtered (e.g., weird zip codes, no cart value, bogus emails).

## 3. **Order Source Differences**

- Shopify shows **all order types** (including subscriptions, draft orders, mobile apps, TapCart, etc.).

- PDQ focuses on **web checkout sessions** that can be A/B tested.

✅ Check the **order source** in Shopify. If many orders are from subscriptions or mobile apps, that can explain the gap.

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## What's a Reasonable Difference?

A **5% variance** between systems is considered totally normal due to timing, bot filtering, or slight attribution differences.

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## How PDQ Defines Key Metrics

|     |     |
| --- | --- |
| **Metric** | **Definition** |
| **CVR (Checkout Conversion Rate)** | Orders ÷ Checkout Sessions |
| **AOV (Average Order Value)** | Revenue ÷ Orders |
| **ASR (Average Shipping Revenue)** | Shipping Revenue ÷ Orders |
| **ARPC (Average Revenue Per Checkout)** | Total Revenue ÷ Checkout Sessions |

🧮 _ARPC is PDQ's primary KPI_—it reflects both revenue and conversion, giving a fuller picture of checkout performance than AOV or CVR alone.

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## What’s a Normal Gap?

A **variance of up to 5%** is completely acceptable when comparing PDQ to Shopify.

This accounts for:

- Slight differences in session start/end logic
- Timing of filters
- Attribution cutoff times
- Bot detection methods

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## Common Questions

**Q: Why don’t subscriptions show up in PDQ?**

A: Only first-time subscription purchases go through web checkout. Recurring orders are auto-generated in the backend and never hit PDQ’s tracking.

**Q: Can we see what bots were filtered out?**

A: Yes! Reach out to your CSM or analyst for a filtered export showing details like cart value, zip code, and email address.

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Let us know if you’d like help validating specific data.

We’re here to back you up with confidence and transparency.