If you have downloaded a copy of your Shop statistics, as an Excel file, you might have noticed that in the report, specific data points do not always correlate with each other, specifically:
Items checked out in the Shop - Totals tab, and
Times added in the Shop - Products added to cart.
This can be seen in the example below:
Why is there a discrepancy between these data points?
The reason for this discrepancy is that the Times added statistic shows how many times a specific product has been added to the cart from a Shop enrichment link within the Flipbook.
Conversely, the # Items checked out statistic takes into account if the quantity of items in the cart has been modified from inside the cart.
The Times added statistic will only count clicks to the CTA. If the product is modifed in the cart before checking out (such as increasing or decreasing the quantity), the statistic will not reflect that.