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Understanding the Discrepancies Between Session and User Numbers in Mixpanel vs. Other Tools

Analytics tools often show varying data metrics. This article explains why Mixpanel (via Vendo) may differ from tools like Google Analytics, focusing on cookie technology and tracking methods.

The Role of Cookies in Data Accuracy

Third-Party Cookies

  • Vulnerability to Deletion: Cookies from external domains face browser deletion, especially through Apple’s Intelligent Tracking Prevention (ITP), which removes cookies every seven days. This inflates session counts, as each pageview without a cookie registers as a new session.
  • Ad Blockers: Approximately 30% of tracking attempts get blocked by ad blockers, causing underreporting of events.

First-Party Cookies

  • Retention: First-party cookies persist longer since the visited domain sets them. Vendo leverages Shopify’s first-party cookies for consistent tracking. Note: Google Analytics uses first-party cookies but Safari and ad blockers still block them.
  • Server-Side Tracking: Mixpanel with Vendo implements server-side tracking, mitigating client-side cookie deletion issues. Shopify’s anonymous ID serves as a unique user identifier.

The Impact on Metrics

  1. Inflated Session Numbers: Third-party cookie reliance causes up to 60% inflation in sessions due to frequent deletions.
  2. Inflated Unique User Numbers: Cookie deletion inflates unique user counts by up to 100% within 30 days.
  3. Underreported Event Numbers: About 10% event underreporting occurs from ad blockers and cookie limitations.

Why Vendo and Mixpanel Provide More Accurate Data

  • Consistent User Identification: Shopify’s anonymous ID ensures consistent tracking across sessions and devices.
  • Robust Data Collection: Server-side tracking resists ad blocker interference and privacy settings.
  • Better Cookie Retention: First-party cookies remain stable, reducing data discrepancies.

Real-World Implications

  • Marketing Attribution: Accurate metrics prevent wasted marketing spend from inflated/underreported numbers.
  • User Experience: True behavior data enables effective optimization; inaccurate tracking causes ineffective changes, especially across multiple sessions.
  • Business Strategy: Reliable data foundation supports better decisions on reach and engagement.
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