Sales Variance to Business Systems

[krista_ruskin]

We typically see a 3-5% variance in sales when comparing Adobe to our Business (SAP/BI) systems (usually Adobe is a bit low). What is considered to be a normal variance? What typically causes such a variance? For lack of evidence of other causes, I have always suspected that the tracking pixel (located 75% down the page) doesn't have a chance to load before the consumer closes the window. Other thoughts or sources of what is industry standard is most welcome. Thank you!

[TanmayMathur · Accepted solution]

Hi Krista,

Different web analytics tools have different ways to measuring data. You are right about the tracking pixel which may be one of the reasons. Other sources which I can think of is how a value is credited to a conversion. There are different types of allocation about which you can read here https://marketing.adobe.com/resources/help/en_US/reference/conversion_var_admin.html

I hope this helps.

Tanmay