Blend Metrics vs Reported Metrics
Understanding the performance of your advertising campaigns requires analyzing data from different attribution sources. In Blend, you’ll encounter two types of metrics: Blend Metrics and Reported Metrics. Here’s what they mean and why they might differ:
Blend Metrics
Where it comes from - these metrics come directly from your e-commerce platform (Shopify, Woocommerce, etc.)
What it represents is the number of orders, revenue, and other sales data that your e-commerce platform has attributed to Blend’s ads.
How to verify (Shopify) - see the bottom of the article.
Reported Metrics
Where it comes from - these come from the individual advertising platforms (Google, Facebook, Instagram, Microsoft, etc.).
What it represents - each platform reports the performance data they attribute to Blend’s campaigns. This includes orders, revenue, and other key metrics.
Example:If Facebook reports 11 orders, Google reports 2, and Microsoft Ads reports 1, the Reported Metrics will display a total of 14 orders.
How to verify:
1. Check the ad account on each platform.
2. Review the conversion details for each attributed order.
Why metrics may differ
1. Different attribution models
E-commerce platforms vs. ad platforms
Your e-commerce platform may track conversions differently than advertising platforms.
An ad platform might attribute a sale to an ad click, while your e-commerce platform might not due to variations in tracking methods.
2. Multiple platforms claiming a single sale
Overlap in customer interaction - if a customer interacts with ads on multiple platforms (e.g., Facebook and Google) before making a purchase, both platforms may claim credit for the sale.
Result - one actual sale is counted multiple times in Reported Metrics but only once in Blend Metrics.
3. Data tracking discrepancies
UTM parameters and tracking codes - inconsistent or missing UTM parameters can lead to misattributed sales.
Ad blockers or privacy settings may prevent accurate tracking.
Conclusion
Blend provides both Blend Metrics and Reported Metrics to offer a comprehensive view of your ad performance. While this dual reporting enhances insights, it can also lead to discrepancies in:
Number of Orders
Revenue
Return on Ad Spend (ROAS)
Cost Per Order (CPO)
Understanding these differences is crucial for accurately assessing your campaigns and making informed decisions.
How to verify Blend Metrics through Shopify
If you want to verify the Blend Metrics being shown on the app, you can locate these orders on Shopify. To do this:
Click into an order and check the Conversion Summary - this is located on the right-hand side corner of the page.
Click View conversion details.
If an order has been attributed to a Blend ad, you should be able to see a session tracked via UTM.
If you click “View full sessions,” you can view more detailed information about the conversion, such as the source/platform from which the ad originated.
