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Why do I have a difference between Adword clicks and Analytics data?

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# 1
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I am noting a significant disparity between the number of clicks my Adword billing says I'm getting and the Google Analytics data that is coming from my site. Should not these numbers be the same, or at least close?

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Re: Why do I have a difference between Adword clicks and Analytics dat

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# 2
Top Contributor

Hi there,

 

These numbers will never be the same because they are different metrics, although the confusion is understandable. 

 

AdWords click = a one time click on an ad, and even if they click on future ads in the next 30 days, they will still only be counted as one 'click' due to the AdWords cookie rules

 

Analytics Visit = the same user that clicked the ad coming back 1 or more times to the site

 

So in simple terms, one click from AdWords could be seen as 3 visits from Analytics if the user comes back again.

 

Hope that helps

Jack Porter-Smith
Jack's G+