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Google Adwords and Google Analytics Tracking Differences

Number of conversion in Google Adwords and Google Analytics could be vastly different. The reason for this is simple – both use different tracking methods.

 

Google Adwords and Google Analytics use different attribution models

  • Analytics uses two models. Firstly,  Non-click attribution model for non multi channel funnel reports and last click model for multi  channel funnel reports. Using different attribution models alone can create discrepancy. In Google Analytics,  all the adwords conversion paths are based only on clicks. In Adwords  conversion paths are based on both clicks and impressions.
  • Secondly, Google Adwords and Analytics conversion rate is calculated differently.
  • Also, Flexible Conversion Counting in adwords create discrepancies. Analytics does not support flexible conversion counting. Many transactions are recorded in Analytics but not in Adwords and vice versa.
  • Adwords can discount invalid clicks and conversion. Analytics can still report on the conversions resulted from this type of clicks.
  • Finally, Google Analytics and Adwords can report same transactions on different day and time. Analytics report on the day it happens Adwords on the day, the last clicked prior to conversion took place. Conversion via Adwords are updated faster than the conversion imported to your Adwords account from Google Analytics.
  • Some categories of conversions can not be tracked in GA at present.  For example conversions which resulted from ads created in multiple adwords account.

If you need any help with AdWords, or in Analytics then please get in contact with us here at Network Intellect.

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