Introducing FAVI Transactions: A New Measurement System (09/2025)
From October 1, 2025, FAVI will introduce a new way of measuring performance - FAVI Transactions. This change will give you a clearer, more reliable, and more realistic view of how FAVI contributes to your business results.
Why are we making this change?
Until now, measurement often relied mainly on Google Analytics 4 (GA4). However, GA4 can sometimes be limited by technical setup, cookie consent, or outages. To provide you with the most accurate data possible, we are combining two sources:
- FAVI Pixel - records transactions directly on your website
- Google Analytics 4 (GA4) - tracks traffic and conversions through your analytics setup
By combining both, we avoid double-counting and capture more transactions that might otherwise be missed.
What exactly are FAVI Transactions?
FAVI Transactions measure the number of unique orders generated by FAVI.
They are based on:
- Data from FAVI Pixel and/or GA4
- The Last Click Non-Direct attribution model (the same approach GA4 uses)
- Quantification – adjustments for unmeasured visits, ensuring we account for real traffic not captured in either system
The result: the most accurate and transparent overview of FAVI’s real contribution to your sales.
How does quantification work?
Sometimes neither GA4 nor Pixel can measure a transaction (for example due to cookie consent restrictions). In these cases, FAVI uses quantification:
- We calculate a quantification ratio (total clicks ÷ measured clicks).
- This ratio is then applied to measured transactions and revenue.
- As a result, you see quantified transactions and revenue, which better reflect the true performance of FAVI.
This ensures you don’t lose visibility of transactions that happened but weren’t tracked.
What’s the difference between FAVI Transactions and FAVI Touch?
- FAVI Touch attributes FAVI with all transactions where it appeared at any point in the customer journey - both direct transactions and those where FAVI only contributed.
- FAVI Transactions only credit direct transactions under the Last Click Non-Direct attribution model. The big advantage is that this metric also includes quantification of lost GA4 data.
👉 You’ll still see FAVI Touch data in your dashboard (on the left side of the statistics table) just as you’re used to.
What does this mean for you?
- If you have both GA4 connected and FAVI Pixel implemented → you’ll benefit from the most complete and reliable setup.
- If you have only the FAVI Pixel → you’ll see transactions measured with the Last Click Non-Direct model, adjusted through quantification.
- If you have only GA4 → nothing changes, you’ll continue to see the same data as today.
Why is this better?
- More reliable data – pixel tracking ensures that even if GA4 fails, your results remain stable.
- Unique & trustworthy measurement – we only count unique orders, avoiding duplicates.
- More positive results – because more transactions are correctly measured, FAVI’s real contribution is clearer.
- Improved product optimization – better transaction data means your best-selling products get higher visibility.
- Protection against fake traffic – thanks to strong anti-bot and traffic filtering measures.
Next steps
You don’t need to do anything right now. Starting October 1, your partner dashboard will automatically switch to the new FAVI Transactions view.
We strongly recommend having both FAVI Pixel and GA4 connected for the best possible accuracy.
If you have any questions, our team is here to help and will gladly explain how this change can benefit your shop.