Revenue Tracking in Oribi vs. Other Tools

Just as different tools use different methods for counting conversions, every tool also has a slightly different way of tracking and displaying revenue. Because of this, the revenue shown in Oribi may vary slightly from the revenue you see displayed in another tool, such as Shopify or WooCommerce.
If the revenue you see in Oribi is different from what you see in another tool, the difference is most likely due to one of the following factors:
  • Refunds - Oribi tracks all purchases and revenue activity that occurs on your website. Because refunds are initiated by the seller and do not occur on-site, they will not be tracked by Oribi.
  • Web Orders - Some stores offer their visitors the option to complete their purchase through another domain. If your visitors make their purchase through Amazon, Facebook Marketplace, or any other domain not owned by you, Oribi will not track the purchases that occur on these sites.
  • Time Zones - If your Oribi account is set to a different time zone than your Shopify account (for example), you may see different numbers when viewing your revenue for a certain time period. Please double check that your time zones are aligned between tools.
  • Currency - To calculate revenue, Oribi uses the exchange rate from the end of the previous day. If another tool calculates revenue using a different exchange rate, you may see differences in revenue between that tool and Oribi.Additionally, if your store offers more than one currency, it’s important to make sure that you’re comparing revenue in the same currency between tools.
  • Attribution - Different tools use different attribution models when it comes to crediting referrers. So, if the revenue attributed to a certain channel in Oribi does not match what’s been attributed to the same channel in another tool, the difference is most likely due to the way each tool credits revenue.

    For example, Oribi credits conversions (and therefore also revenue) to the first-touch channel, meaning that purchase revenue will be attributed to the first channel that ever brought that buyer to your site. Google Analytics, on the other hand, uses a last non-direct touch model, and Facebook Analytics uses a last-touch model by default, with a 1-day window for ad impressions and a 28-day window for clicks on ads. These differences in attribution models and windows can often account for differences you see across tools for revenue by channel.

    In-app browsers are another factor that may contribute to mismatches in revenue attribution between tools. For example: imagine that a user views your ad on Instagram, clicks it, and your website opens on a browser within Instagram. If that same user then visits your site on a web browser and makes a purchase, Oribi will not attribute this revenue to Instagram. In-app browsers can also disrupt UTM tracking and revenue attribution as well.
  • Subscriptions & Recurring Payments - Because Oribi only tracks revenue activity that occurs on your website, only the initial purchase in a subscription will be recorded. This is true for all recurring payments that do not occur on your website itself.
If you’re still seeing significant differences (more than 20%) in your revenue between Oribi and other tools that can’t be accounted for by any of the above factors, we’re happy to help you get it ironed out. Get in touch with us at, and please be sure to include any relevant screenshots and information with your message.