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Why do my analytics and adwords differ so much?

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Both my accounts are merged and still Analytics reports roughly 1/3 of the total clicks I am paying on AdWords. How is that possible?

1 Expert replyverified_user

Re: Why do my analytics and adwords differ so much?

Badged Google Partner
# 2
Badged Google Partner

Couple things to check.

1) Adwords is Linked to Analytics
2) Analytics is linked to Adwords
3) Both accounts are set to the same Time ZONE in Settings.
4) Are you allowing Analytics and Adwords to auto tag
5) is your GA code placed correctly in your before the Closing Head tag </head> that can sometimes cause issues.
6) Are you using Google Tag manager, and or are you adding additional tracking codes that could be an issue.
7) sessions vs clicks or data ranges.

Analytics is a 3 hour or more delay in reporting live data, and up to 24 or more hours reporting Conversions back to Adwords.

Here is a list and explanation of
Common Data discrepancies between AdWords and Analytics

Here is a Full Help desk article on some of the potential issues and explanations

Hope that helps

Re: Why do my analytics and adwords differ so much?

Rising Star
# 3
Rising Star

I don't know if you are aware but the click attribution model used by AdWords & GA differs. While AdWords works on first click attribution i.e. if your ad was clicked on a certain day, AdWords will attribute that click on that day only where as, GA attributes clicks on last click basis, so if a user go through 2 - 3 different sources of interaction for your advertising efforts, it will attribute the click to the last source through which the user ended up on your website.

Hence the discrepancy. Here is another another discussion on similar lines:

Hope this makes sense.


Shashank Singh, AdWords Rising Star |
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