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Why is there data discrepancy in reporting b/w Adwords & Analytics?

Google Employee
# 1
Google Employee

Nupur from the Adwords Team is going to explain this very clearly to all of us.

1 Expert replyverified_user
Marked as Best Answer.
Accepted by topic author Sagarika E
September 2015

Re: Why is there data discrepancy in reporting b/w Adwords & Analy

[ Edited ]
Visitor ✭ ✭ ✭
# 2
Visitor ✭ ✭ ✭

Hello Community,


Analytics and Adwords are two different Products offered by Google. To get started let us understand the basic functionality and definition of both the products.

Analytics: Google Analytics is a service offered by Google that generates detailed statistics about a website's traffic and traffic sources and measures conversions and sales

Adwords:- Google AdWords is an online advertising service that places advertising copy at the top or bottom of, or beside, the list of results Google displays for a particular search query.

The reporting in both is done differently. Analytics helps you understand the traffic/users/ based on their visits to your website. Any action on the Website is then attributed to the Visit.
A Visit can be understood as ---. Many page views and Single Page views.

In Adwords, everything is click based and tracking in conversion is attributed to the date of click and remains in the data for the time period the cookie is enabled.

In Analytics, Conversions are counted on the date of conversion and not traced back to the Date of First click.

Search Query: Boots online, Date: Feb 1, 2014

Your Ads showed up. I clicked on it and checked out a few pages and this is counted as 1 click and 1 visit in Adwords and Analytics respectively on 1 feb.
You have goal tracking and Conversion Tracking for same page enabled.


Case1. Conversion on 28th Feb without new click (can be organic search or direct visit)
I converted(made a purchase) with you on 28th Feb, 2014 , Analytics will show Goal Completion on 28th Feb while Adwords will Attribute it to the click that happened on 1st Feb ( Assisted Conversion).


Case2. Conversion on 28th Feb by clicking on ad again (paid)

If I search and click on the ad again on 28th Feb, Analytics and Adwords will show Conversion on 28th feb ( Analytics: Attributed to the date of conversion and Adwords: Attributed to the Date of Last click) The click that happened on Feb 1st will be an assisted conversion for the same conversion. Read more on Assisted Conversion in the link below.


Comparing data in this case may show discrepancy.

However it does not mean things are getting recorded wrong. Things are getting recorded differently. Thats how Anaytics Code against Adwords Cookie based tracking works.

Read about Assisted and Direct conversion here.

Now, let us understand the concept of Visits and Clicks.

Visits :The concept of a visit in Google Analytics is important to understand because many features, reports, and metrics depend on how Analytics calculates visits.

Go through the Help Center Link to understand more.

Clicks: When a user clicks on an Adword ad on Search or Display Network, it is counted as one click. Note:- Double clikcs on the same ad will be counted as 2 clicks.

For more details click here.

Both are different metrics. Cannot be compared against each other. 1 click is not equal to 1 visit.
Just like I can’t measure length of a road in Klts or Milk in Kms.

Why clicks and visits are different metrics? Read here.

Conversions Vs Goal Tracking

Reporting is different. Here is how.
Analytics shows Raw Data. Data in Adwords is filtered. Invalid Clicks etc.

Hopefully this helps you in understanding the difference better, in case there are any further questions, you can always reply on this post or write into our support forum.

Best Regards