Data collected from goals conversions does not match other data collected from form submissions

Hi there,
we collected some data from different campaigns and goal conversions and now we are trying to analyze them. Thing is, data from different sources don’t add up and I’m quite confused why.

We tracked the submissions of a form which at the end redirected the visitor to a thank you page. So we set up a goal that was triggered when visitors visited a given URL and the URL was exactly the thank you page URL (goal could only be converted once per visit).
Meanwhile every time a form was submitted the data were also stored in wordpress.

Logically speaking, the number I have from the total submissions stored in wordpress should be equal to the number of pageviews I find under “Pages” from the section “Behavior” in matomo, but that’s not what happens.
We did the same procedures for 4 different sites and in all of them data don’t match.
For example, on one site I have 4226 submissions stored in wordpress but Matomo claims that the thank you page has been visited only 3982 times (around 6% discrepancy) but in another site we have 3208 pageviews tracked by Matomo (which mysteriously in this case tracked the pageview twice per same visit log in the majority of the logs) versus 1591 submissions from wordpress.

Can someone explain what’s the reason behind it? How can we justify the discrepancy?

Thank you for your clarifications!

No one has a clue? :frowning:

The discrepancy you’re experiencing between the number of form submissions stored in WordPress and the number of pageviews tracked by Matomo can be attributed to several factors. Here are a few possible explanations:

  1. Tracking Differences: Matomo and WordPress might be tracking data differently, leading to inconsistencies in the numbers. For example, Matomo might exclude certain types of requests or filter out specific traffic sources, which could result in a lower count of pageviews compared to the total number of form submissions stored in WordPress.
  2. Non-JavaScript Tracking: Matomo relies on JavaScript tracking to record pageviews, so if some visitors have JavaScript disabled in their browsers or if their requests bypass JavaScript tracking for some reason, Matomo might not capture those pageviews. On the other hand, WordPress might still record the form submissions even if JavaScript is disabled.
  3. Caching: Caching mechanisms can affect the accuracy of pageview counts. If you have caching enabled on your website, some pageviews might be served from the cache, bypassing Matomo’s tracking code. As a result, Matomo might not record those pageviews, leading to a lower count compared to the number of form submissions in WordPress.
  4. Duplicate Pageviews: You mentioned that in one case, Matomo tracked the pageview twice per visit log. This could be due to multiple tracking codes being present on the page or other technical issues that cause duplicate tracking. If the duplicate pageviews are not filtered out during analysis, it can lead to inflated numbers compared to the actual form submissions.

To further investigate the issue and determine the exact cause of the discrepancy, you can consider the following steps:

  1. Compare Tracking Implementations: Review the tracking implementations in both Matomo and WordPress to ensure they are correctly configured and consistent across the sites. Check for any differences or issues that might affect data collection.
  2. Analyze Tracking Filters: Check if any filters or exclusions are applied in Matomo that could impact the pageview counts. Make sure the tracking settings in Matomo align with your expectations and business requirements.
  3. Examine JavaScript Usage: Verify if JavaScript is properly enabled and functioning on the visitors’ browsers. If possible, consider implementing server-side tracking or alternative tracking methods to capture pageviews from users who have JavaScript disabled.
  4. Check Caching Setup: Review the caching mechanisms on your website and ensure they are not interfering with Matomo’s tracking code. Consider excluding the thank you page URL from caching to ensure accurate tracking of pageviews.
  5. Investigate Duplicate Tracking: If you encounter duplicate pageviews in Matomo, investigate the cause of the duplication. Check if multiple tracking codes are being used or if there are any other technical issues that could result in duplicate tracking.

By thoroughly examining these aspects, you should be able to gain insights into the reasons behind the discrepancies and work towards aligning the data between Matomo and WordPress.