Contact Us

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.

This article was posted by

Leave a Reply

What our clients say

"It’s like having your own in-house digital marketing consultancy rather than an external company. I no longer think about them as a supplier. They’re part of the team."
Marketing Manager, Education
"They have always been professional and focused on delivering results in a timely and cost effective manner. It is enlightening to have an organisation that takes the time to make recommendations on actual data analysis."
Business Manager, Charity
"They (Network Intellect) continue to exhibit their digital expertise by helping us to establish a competitive advantage by pushing the boundaries and innovating their technology and performance solutions."
Head of Marketing Communications, Education
"Because of their talent, expertise and level of service our on-line business has increased dramatically."
Founder, Electronics
"I would have no hesitation in recommending them as an analytics partner to understand and improve the performance of a website."
Vice President, Retail
Network Intellect continue to give us a fantastic service, fast and friendly and are always ready to go the extra mile. They have gone above and beyond the call of duty to deliver our results.
Director, E-Cigarette Web
"We found that Network Intellect had the depth of knowledge we needed and after speaking to them a few times we decided to go with them. It’s the best decision we’ve made in some time."
Owner, Retail
"Their services offered great value for money. I would not hesitate to recommend them as a digital partner to others."
Strategic Marketing Manager, Education
"Jason and his team at Network Intellect embody efficiency and efficacy. I would have no hesitation in recommending this excellent company to others."
Marketing Manager, Education
Network Intellect have managed our product data feeds with exceptional care and meticulous detail. I know I can trust them to make the right decisions for our business."
Director, E-Commerce
"It’s like having your own in-house digital marketing consultancy rather than an external company. I no longer think about them as a supplier. They’re part of the team."
Marketing Manager, Education
Read all testimonialsRead all testimonials

We can help you be great

We have friendly staff ready to help you get on your path to greatness...
Network Intellect Menu