Analytics terms and data sources
A simple glossary for date ranges, comparisons, recognized orders, snapshots, StoreMink commerce data, Google Search data, GA4, and Meta Pixel.
Analytics tools can show different numbers because they answer different questions. Use this glossary to understand what StoreMink is measuring and where each result comes from.
Filters and time
Date range
The start and end dates included in a report. StoreMink applies the business time zone from Settings when it turns timestamps into calendar days.
Comparison period
An earlier period of the same length used to calculate whether a result increased or decreased. A dash can appear when there is no meaningful earlier value.
Location scope
The store locations the current user is allowed to see. Selecting a location changes order-shaped commerce metrics. It does not change online Google Search data.
Current snapshot
A value that describes the store now, not during the selected period. Total customers and Products listed are current snapshots, so they do not show a period comparison.
Commerce terms
Recognized order
An order StoreMink considers real commerce for analytics. It includes paid orders, Cash on Delivery orders, and completed or refunded Point of Sale orders. Cancelled orders and unfinished payment attempts are excluded.
Completed refund
Money that was actually refunded. StoreMink subtracts it on the refund settlement date, which can be later than the original order date.
Merchandise value
The total of product line amounts used by product and category reports. It is useful for ranking merchandise but is not the same as net store sales because order-level adjustments, taxes, and refunds are handled separately.
Where data comes from
| Source | What it answers | Examples |
|---|---|---|
| StoreMink commerce | What happened in your store | Sales, orders, units, products, customers, discounts, refunds, inventory |
| Google Search Console | How your pages appeared and were clicked in Google Search | Clicks, impressions, search CTR, average position, queries, landing pages |
| Google Analytics 4 | How consenting visitors used the storefront | Visits, acquisition, pages, events, and journeys in Google's reporting |
| Meta Pixel | How consenting visitors interacted with the storefront for Meta advertising | Browser events used for ad measurement and audiences |
Why two tools may disagree
A Google Search click is not the same as a storefront visit, and a visit is not the same as an order. Time zones, consent choices, ad blockers, privacy filtering, delayed processing, refund dates, and different attribution rules can all change totals. Compare like with like: the same date range, time zone, event definition, and source.
Are external IDs secret?
A GA4 Measurement ID and a Meta Pixel ID identify where browser events should be sent. They are commonly visible in website code and are not passwords. You should still restrict access to the Google and Meta business accounts that can change the connected properties.
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