If the revenue or order count you see in Mailchimp does not match your store, nothing is wrong. The two systems see different slices on purpose, and you chose the slice.
Your store, your audience contact, and each Mailchimp store record all measure different slices of the same data. None of them is wrong.
One window, two views
Mailchimp is brilliant at using data: campaigns, automations, Customer Journeys, segmentation. Your store is the only place that knows the whole commercial story, every order since day one. The extension makes the two work as one.
Mailchimp’s shopping data holds the window you picked at setup, because campaigns, recommendations and cart recovery run on recent, relevant commerce, not on archives. And so the marketer never loses the whole picture, the extension computes the lifetime numbers only your store can compute, total spend, order count, RFM shopping scores, category tags, and keeps them on each contact, where Mailchimp’s tools can act on them. Windowed shopping data for the day-to-day tools; lifetime intelligence on the contact itself. You set the window, from three months to all history, and the tools adapt to whatever you choose.
Take the RFM score as one example. The extension grades every customer on how recently, how often and how much they buy, across their entire history, and turns it into a plain label on the contact: Champion, Loyal, At Risk. Mailchimp never has to compute anything; it just acts. Build a segment of Champions for early access, start a win-back journey the day someone slips to At Risk, keep discount campaigns away from the people who would have paid full price. Numbers only your store could produce, doing work only Mailchimp can do.
Four reasons the numbers differ
1. Data fields are net of refunds; Mailchimp store records are gross
The extension keeps a total-spend data field and an order-count data field on every audience contact. These are computed from your Magento order history and subtract refunds: a fully refunded order contributes nothing to the total.
The per-store customer record that Mailchimp builds internally is a gross total. Mailchimp counts the orders it received and adds up the full order values, without deducting refunds.
So for a customer who placed a $90 order and returned it in full: the audience contact shows $0 spend; the Mailchimp store record shows $90. Both figures are accurate, they just answer different questions.
2. Order statuses decide what counts as revenue
By default, confirmed revenue means processing, complete and closed: that selection decides which historical orders are imported and which orders count toward revenue and lifetime value. New orders sync as they happen and stay updated through every status change, so Mailchimp always reflects each order’s current state.
A customer with eight orders in Magento, two of them canceled, therefore counts six orders.
3. Audience contacts roll up across all stores; per-store records don’t
If you run more than one store, a customer who has bought from two of them, both connected to the same audience, has two per-store Mailchimp records (one per store), but one audience contact that combines both. If your stores use separate audiences, each keeps its own contact and its own totals.
The audience contact’s spend and order-count fields reflect that customer’s full history across every store, including stores that aren’t connected to Mailchimp. The per-store record only shows the slice that belongs to that store.
See How Mailchimp sees your stores for a worked example.
4. Older orders may be outside the sync window
The extension syncs orders back to the window you chose at setup. Orders older than that were never sent to Mailchimp, so a long-time customer’s spend in Mailchimp can be lower than their lifetime spend in your store. See Choosing your order window to revisit the options. The data fields, however, are computed from your full Magento order history, so they reflect the true lifetime value even when Mailchimp’s store record doesn’t.
Which number should you use?
For segmentation and automations (targeting high-value customers, setting up win-back flows, anything where accuracy matters), use the audience contact’s data fields (total spend and order count). They’re net of refunds, scoped to confirmed revenue, and cover the customer’s full purchase history.
The per-store record and the Mailchimp Performance dashboard are useful for Mailchimp-side reporting, but they use different math and serve a different purpose.
A quick check
If an order count looks lower than expected, check which statuses count: open Marketing → Intuit Mailchimp → Configuration and review Order Statuses to Sync. To watch orders make their way to Mailchimp, the Queue Monitor tab (Marketing → Intuit Mailchimp → Dashboard) shows items as they process.
Questions along the way? Troubleshooting has the answers, and ebizmarts support is one email away.