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Adwords Audience Size vs. Analytics User Counts

[ Edited ]
Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi Community,

I've placed a remarketing tag on a new site and am trying to troubleshoot tracking. Not so much that the tag is working - it's firing fine on all pages. But my Adwords metrics don't match up with my Analytics metrics.

For example:

Google Adwords > Manage Audiences > List Size = 88 (membership: 30 days)
Google Analytics > Users (last 30 days): 103

Theoretically, shouldn't these numbers match?

1 Expert replyverified_user

Re: Adwords Audience Size vs. Analytics User Counts

Top Contributor
# 2
Top Contributor

Hi @Elizabeth Z remarketing relies upon a cookie placed on the users' device(s).  If some of those users have deleted their cookies, or didn't accept them in the first place, they will not appear in the list.

 

Jon

 

 

AdWords Top Contributor Google+ Profile | Partner Profile | AdWords Audits

Adwords Audience Size vs. Analytics User Counts

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Makes sense - so "Google Analytics > Users" represents audience, while "Google Adwords > Manage Audiences > List Size" represents TARGETABLE audience. Thanks @Jon_Gritton!

Adwords Audience Size vs. Analytics User Counts

Badged Google Partner
# 4
Badged Google Partner

Hello, what do you mean by targetable audience? What is the difference between audience and targetable audience. I am wondering myself, why Analytics shows almost 50 % lesser audience lists than AdWords for Search. For display targeting it is more or less the same.

Adwords Audience Size vs. Analytics User Counts

Visitor ✭ ✭ ✭
# 5
Visitor ✭ ✭ ✭

Hi @Tomáš Kraus - from what I understand: 

 

- Google Analytics > Users = total users who have been exposed to your retargeting pixel

- Google Adwords > Manage Audiences > List Size = total users who are able to be remarketed to (i.e. haven't cleared their cookies, thus not removed from the retargetable user pool)

 

Where Google Analytics tracks high-level exposure -- and Google Adwords is the lower funnel/actionable data able to be leveraged by Google Adwords remarketing ads. 

 

@Jon_Gritton: Please chime in if this is what you're suggesting. Thanks! Smiley Happy

Adwords Audience Size vs. Analytics User Counts

Badged Google Partner
# 6
Badged Google Partner

Hello Elizabeth,

 

thanks for your reply. But that would mean Analytics audience lists should be larger that AdWords audience lists and not the other way around like I am dealing with.

Adwords Audience Size vs. Analytics User Counts

Visitor ✭ ✭ ✭
# 7
Visitor ✭ ✭ ✭

Hi @Tomáš Kraus, thanks for the clarification. I see you're having the inverse issue as myself. 

 

@Jon_Gritton - can you weigh in? 

Adwords Audience Size vs. Analytics User Counts

Badged Google Partner
# 8
Badged Google Partner

@Jon_Gritton/p> Hey Jon, can you clarify this for us?