Many versions of one moment
Why there is no single, true record of what happened.
The idea
The same moment online looks different to everyone watching it. Like several witnesses to one event, each system keeps its own partial account, and they rarely match exactly.
Many watchers, many stories
The website, the analytics tool, the advertiser, and the store each write down their own version of the same moment. They are watching related things, not the identical thing.
"You," online, is a guess
A system may recognize a browser, a device, or an account, rarely a specific person. One person uses many devices; one device is shared by many people. Who you are is an estimate.
The scorekeepers grade their own game
Often the same tools that run the activity also produce the numbers that judge it. So the scoreboard can quietly favor whoever built it.
The healthy response is reality-testing
The answer is not to distrust everything, but to ask whether the differences make sense: the same disciplined checking you would do between what is reported and what the evidence shows.
The idea to hold
When two accounts of the same moment disagree, the useful question is not "which is right?" but "can the difference be explained?"