- Before You Start
- Issue #1: GemX Data Differs from GA4 or Other Analytics Tools
- Issue #2: Traffic Split Is Not Even Between Variants
- Issue #3: Numbers Change When You Refresh or Revisit Reports
- Issue #4: Missing Sessions Due to Cookie or Privacy Settings
- How to Read GemX Data Correctly
- Best Practices for Reliable Test Results
- FAQs about Data Issues
When running A/B tests or reviewing analytics in GemX, you may notice data that appears inconsistent, delayed, or inconsistent with other tools, such as Shopify Analytics.
This guide breaks down the most common data issues users encounter and explains what’s happening behind the scenes and how to troubleshoot them correctly.
Before You Start
Before troubleshooting specific data issues, take a few minutes to review the checks below. These quick steps can help explain most data differences without needing further changes.
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Use the same date range and timezone when comparing data across tools
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Wait at least 24 hours before reviewing results, especially for recent activity
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Check data in an incognito browser without extensions or ad blockers
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Compare trends over multiple days, not a single snapshot or short window
Completing these checks first helps rule out common causes and makes the sections below easier to apply.
Issue #1: GemX Data Differs from GA4 or Other Analytics Tools
You may notice differences when comparing GemX numbers with other analytics platforms, such as:
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Session counts do not match
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Different conversion rates
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Revenue numbers looking higher or lower
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Numbers are changing depending on the selected date range
Why this happens
Other analytics platforms rely on browser-based tracking, which can be affected by:
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Cookie blocking
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Ad blockers
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Browser privacy settings
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Consent banners
In addition, each platform uses its own definitions for sessions, conversions, and attribution. Some reports, especially near real-time views, may also update with a delay.
How to fix
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Use GemX to compare variant performance, not to match numbers across tools
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Compare data using the same date range and timezone
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Review results after data has stabilized (usually 24–48 hours)
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Avoid making decisions based on small time windows
Issue #2: Traffic Split Is Not Even Between Variants
You may notice differences in how traffic is distributed across variants, such as:
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One variant receives noticeably more traffic than the other
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Traffic split not matching the expected ratio (for example, not 50/50)
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Traffic distribution cis hanging over time
Why this happens
Traffic is assigned at the visitor level, and this process can be affected by:
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Cookies are being blocked, cleared, or unavailable
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Browser privacy features, especially on Safari or mobile devices
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Visitors using ad blockers or privacy extensions
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Targeting rules that limit who can enter the test
These factors can cause visitors to be reassigned or excluded, leading to uneven traffic distribution, especially early in the test.
How to fix
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Allow the test to run longer so traffic can balance out naturally
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Avoid overly narrow targeting conditions during the early test phase
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Check that all variants are published and accessible
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Evaluate results based on overall trends, not early traffic splits
Issue #3: Numbers Change When You Refresh or Revisit Reports
You may notice differences when viewing GemX reports, including:
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Numbers change when you refresh the page
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Metrics look different when you check again later in the day
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Session or conversion counts update after some time
Why this happens
GemX reports updates as new data is processed. Some metrics are available almost in real time, while others need additional time to be finalized.
This means:
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New sessions, orders, or events may still be coming in
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Duplicate or incomplete data may be filtered out
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Reports can continue updating for a period of time
Because of this, numbers may appear to change, especially when viewing reports during the same day.
How to fix
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Allow time for the data to fully process before reviewing the results
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Recheck reports after 24 hours for more stable numbers
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Use finalized data when evaluating test performance
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Avoid concluding real-time or partial data
Issue #4: Missing Sessions Due to Cookie or Privacy Settings
You may notice missing data in GemX, for example:
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Sessions that seem lower than expected
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Conversions are not being recorded for some visitors
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Paid traffic clicks without corresponding sessions
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Lower data volume from certain regions or browsers
Why this happens
Some visitors choose not to allow tracking or use browsers and tools that limit it. This can include:
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Cookie consent being declined
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Browser privacy settings that block tracking
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Ad blockers or privacy extensions
When this happens, sessions or events from those visitors may not be recorded, which can reduce the total data you see in reports.
How to fix
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Understand that not all visitor activity can be tracked
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Focus on comparing performance between variants, not total volume
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Review results over a longer time period to reduce the impact of missing data
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Avoid concluding small sample sizes
How to Read GemX Data Correctly
When reviewing A/B test results or analytics in GemX, it’s important to focus on relative performance, not exact numbers.
A few things to keep in mind:
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GemX is designed to help you compare variants against each other
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Small differences between tools are normal
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Trends over time are more reliable than single-day snapshots
Using GemX as a decision tool, rather than a reporting or accounting tool, will help you get clearer, more actionable insights from your tests.
Learn more: How to Read Experiment Results in GemX
Best Practices for Reliable Test Results
To get the most reliable insights from GemX, it’s important to evaluate experiments with the right expectations and setup.
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Let experiments run long enough: Give your test enough time to collect meaningful data. Early results often fluctuate and don’t reflect true performance.
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Avoid checking results too early or too often: Reviewing results multiple times a day can make normal data updates look like issues. Daily or periodic checks are usually more reliable.
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Focus on relative performance between variants: GemX is designed to show which variant performs better, not to match exact numbers across different tools.
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Use longer time ranges when traffic is low: If your store has limited traffic, extending the test duration helps reduce noise and improve result confidence.
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Keep tracking setups simple and consistent: Avoid adding or changing tracking tools during an active test. A stable setup leads to cleaner, easier-to-interpret results.
Following these best practices helps reduce data noise and allows you to make clearer, more confident decisions from your experiments.
FAQs about Data Issues
