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Click to Sessions discrepancy for mobile web campaigns with Angular website

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

We are seeing very high discrepancy of 50% from Click to Session for Mobile Web Adwords Display Campaigns. For desktop web the dependency is fine which around 10 to 20% . We have a single responsive website for PC and Mobile which is built on Angular2. This is situation normal? What is the usual Clicks to Sessions ratio for Mobile Web Adwords Display campaigns? Appreciate if someone can help in this regard.

 

 

Click to Sessions discrepancy for mobile web campaigns with Angular website

Google Employee
# 2
Google Employee

Hi Roop! Thanks for reaching out to us on the Community. I’m happy to help you with the issue of discrepancy between clicks in AdWords and sessions in Analytics for your mobile web campaigns.

 

While there are a number of factors we usually consider while accounting for such discrepancies, in this case, the fact that only the clicks and sessions coming from mobile devices have seen such a high discrepancy eliminates a number of them. We can safely conclude that this is not happening due to Auto-tagging issues, URL redirects or code not loading properly.

 

However, I would love to outline the factors that we do need to consider in this case, for your reference below:

 

  • Google AdWords tracks Clicks, while Analytics tracks Sessions. If a user clicks on your ad twice within thirty minutes without closing his or her browser, this is registered by Analytics as one session, even if the user left your site and then returned shortly after. For example, if a user clicks on your ad once, clicks the back button, and then clicks your ad again, AdWords registers two clicks while Analytics registers one session.
  • AdWords automatically filters certain clicks from your reports, while Analytics reports on all the resulting sessions. The clicks we filter from your AdWords reports are the occasional instances of someone clicking repeatedly on your ad in order to increase your costs or to increase your clickthrough rate. AdWords considers these clicks to be invalid and automatically filters them from your AdWords reports. You are not charged for these potentially invalid clicks.
  • Users entering your website through AdWords might use technologies preventing Analytics from reporting about your website users (such as by installing the Analytics opt-out browser add-on). In some cases, Analytics might not be able to report these users, but they are reported through AdWords.
  • During the lifetime of a given campaign, a returning user to your site is attributed to that one campaign. In such cases, you can expect to see more sessions than clicks. To see the number sessions from returning users, cross-segment the campaign by User Type.
  • Analytics uses the gclid parameter in your Destination URLs to identify traffic from AdWords ads. The gclid parameter shows up in your landing page URL when a user arrives at your site from your ad. For example, if your site is www.example.com, when a user clicks on your ad, it appears in the address bar as: www.example.com/?gclid=123xyz If users bookmark your website along with the gclid parameter, Analytics records traffic from these bookmarks arriving from your AdWords ads. However, AdWords doesn't record the clicks (and advertisers are not charged for these sessions since they're not actual clicks on the ads).
  • If a user comes to your site from an ad, and then leaves the landing page before the tracking code executes, then the gclid parameter is never passed to the Google servers, and that click is not associated with the session. The result is a clicks vs. sessions discrepancy.

 

For the last point mentioned above, I’d recommend you to run a test for your website on:

https://developers.google.com/speed/pagespeed/insights/

 

This would help you gauge the site performance and prevent server latency, thereby reducing the discrepancy in question.

 

While it is not possible for us to come to a standard normal rate of discrepancy,, I’d definitely recommend you go through the troubleshooter here:

https://support.google.com/analytics/troubleshooter/7400792

 

This would help you understand if the issue you’re facing with the discrepancy is normal in your case or there are steps to be taken to fix the same.

 

Hope this helps! Please feel free to write back in case there are any further doubts!