Why are a store's estimated sales lower in Store Leads than it really sells?
The Store Leads help pages give 3 common reasons. The first to rule out: Traffic estimates do not show sales made through other channels, so those sales can be missing from the estimate.
What causes it?
Traffic estimates do not show sales made through other channels, so those sales can be missing from the estimate.
In the Store Leads help:
Traffic estimates do not reflect sales made through other channels.
Sales Estimates for Ecommerce Stores, read 2026-11-12.For stores that also sell elsewhere, only the share sold through the online store can be estimated.
In the Store Leads help:
So, for omnichannel merchants, we can only estimate the portion of sales made through their online store.
Sales Estimates for Ecommerce Stores, read 2026-11-12.Traffic estimates can be slow to include data for new domains, so figures for a newer store can lag behind.
In the Store Leads help:
Traffic estimates are notoriously inaccurate and are often slow to incluce data for new domains.
Sales Estimates for Ecommerce Stores, read 2026-11-12.
How do I check it myself?
Check whether the store also sells through other channels such as marketplaces, where a large share of a store's sales can happen.
In the Store Leads help:
This is because a significant percentage of their sales occur through other channels (e.g., Amazon).
Sales Estimates for Ecommerce Stores, read 2026-11-12.When you compare with a store's own totals, take out offline and indirect sales, since the estimate leaves them out.
In the Store Leads help:
This leaves out offline sales and indirect sales.
Sales Estimates for Ecommerce Stores, read 2026-11-12.
How does Store Leads work with Feder?
- Connect Store Leads to Feder and it joins your Interest apps.
- When you connect Store Leads, Feder checks the connection straight away and shows Connected only when that check passes. If a reading cannot be taken later, Feder shows it as not read, never as zero.
Some numbers are too quiet to judge daily, such as a form filled in a few times a week. Until there is enough of your own history to judge a change, Feder says it is still learning and scores nothing, rather than guessing.
See whether you can trust the numbers in Store Leads, one of your Interest apps. Feder only reads. It never changes anything in Store Leads.
What else goes wrong with these numbers?
- Why is a store missing from Store Leads?Store Leads
- Why did a store's numbers change in Store Leads?Store Leads
- Why did Google Analytics stop collecting data?Google Analytics
- Why aren't my key events showing in Google Analytics?Google Analytics
- Why does Google Analytics show (not set)?Google Analytics
See every question.
Where do these answers come from?
Every cause and check on this page comes from the Store Leads help pages, quoted above with the date we read them. Last reviewed 2026-11-12. We read them again by 2027-11-12. If one changes, this page changes or comes down.