Why do two screens show different figures?
The common reasons two figures for the same brand and dates disagree, from filters and currencies to returns, time zones and sync timing.
4 min readUpdated 7 October 2026
Every figure in Fabrik Analytics is worked out in one place and shown everywhere with the same name. When two numbers disagree, they are almost always two different figures, or the same figure under different settings. Work through these checks in order.
1. Are they really the same figure?
Select each figure's name to open its definition. Pairs that are often confused:
| These look alike | The difference |
|---|---|
| Net sales and Net sales + shipping | The second adds shipping charges. |
| Net sales and Total sales | Total sales adds shipping, taxes and duties. |
| Blended ROAS and Platform-claimed ROAS | Blended counts every sale once; platform-claimed adds up what each ad platform claims, which can double count. |
| Open rate and Campaign open rate | Open rate covers campaigns and flows over emails sent; campaign open rate covers campaigns only over delivered emails. |
| Campaigns revenue and Revenue from campaigns sent | The first counts orders by the day they were placed; the second adds everything the period's campaigns have earned to date. |
| Sessions (Fabrik) and Shopify's sessions | Fabrik's pixel splits a visit at each hour; Shopify counts visits its own way. |
| Orders and Total purchases | Orders come from Shopify. Total purchases is what Meta and Google claim. |
2. Are the settings the same?
- Dates and comparison. Check the period in the command bar on each page. Targets uses its own year stepper, not the command bar's dates.
- Currency. The currency menu in the command bar changes how amounts are shown. A page in the ad account's currency will not match one in the brand's currency.
- Market scope. A page scoped to one market shows only that market.
- Page filters. Filters on a page (customer, country, channel) apply to that page only.
3. Things that move figures between days
- Returns on the day they are made. A refund lowers net sales on the day of the refund, not on the day of the original order. A week of returns from an earlier sale lowers this week.
- The store's own day. Sales are counted on the store's own calendar day. Comparing with a report run in another time zone shifts orders near midnight into a different day.
- Email revenue by order day. Klaviyo revenue is counted by the day of the order in the store's timezone.
4. Sync timing
- New Shopify orders arrive as they are placed, and a regular check fills any gaps.
- Ad platforms and Klaviyo revise recent days. Fabrik re-reads the last 7 days from Meta and Klaviyo and the last 14 from Google every day.
- Projections and targets refresh hourly, and within about ten minutes of new figures.
- Two pages opened at different times can each be right for the moment they loaded. Refresh both.
5. Brand-level settings that apply everywhere
- Shopify data filters (Settings, Integrations, the Shopify card, Data filters) remove channels or tagged orders, for example wholesale or point of sale, from every sales, order, customer and product figure.
- Manually calculate tax (Settings, Financial) takes tax out of prices for stores whose prices include VAT but where Shopify records no tax.
- Reporting currency (Settings, Financial) is the currency every summed figure is shown in by default.
6. Your plan's history window
Your plan sets how far back figures go. On a shorter window, pages limit dates and comparisons to it, so a year-on-year comparison may be missing.
Still different?
Email support@fabrik.ae with the brand, both pages, the dates, the currency shown and both figures. A screenshot of each helps.