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adwords conversions value vs. analystic conversions value

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# 1
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i have a client in which i have conversion code for both adwords and analytics (imported)

 

the conversion data for the 'last 30 days' is different for both (the following is viewed in adwords under the 'conversions' tab)

- adwords value = 95 conversions for $8,000

- analytics value = 89 conversions for $11,300

[BTW - if i look under anaytics side reporting it is 90 conversions for about $12,000)

 

by having both conversions set up am I 'double-dipping' on conversions & value? since adwords and anaytics record 'conversions' differently i understand theese #s will be different BUT i want to make sure I'm not adding both together when i should be looking at one vs the other.

 

thanks

 

 

 

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Accepted by topic author Jeff M
September 2015

Re: adwords conversions value vs. analystic conversions value

[ Edited ]
Top Contributor
# 7
Top Contributor

Hi, Jeff.

If you're firing both the AdWords conversion script and the Analytics conversion code and then also import the Analytics conversions into AdWords, you're definitely in for an interesting ride.

I do fire both AdWords and Analytics conversions on the same page, but I don't also import Analytics conversions into AdWords.

However, I think that in your case the issue is the attribution date. A click on an ad yesterday, followed by a visit and a conversion today (through any traffic source except AdWords) will generate the following:

- one conversion, for yesterday (though it happened today, because AdWords credits the day of the last AdWords click), generated by the AdWords code
- the same conversion, also for yesterday, imported from Analytics
- the same conversion again (later edit: n.b., this time in Analytics), but credited for today and the source of the last click, except in situations when the last click source is direct

All these happen if the time elapsed between the last AdWords click and the day of conversion is 30 days or less. If it's more than 30 days AdWords won't register anything, neither through the AdWords code nor through the imported Analytics one.

Analytics, on the other hand, will register a conversion, for the day when the conversion actually takes place. And the funny thing is that if that conversion happens after a direct visit, it will still credit AdWords (because the Analytics cookie outlasts the 30 days conversion window: https://support.google.com/analytics/answer/1034306?hl=en). If it's an organic / referral / other campaign visit, it will credit the last source.

So, as you can see, the chances of reconciling them to the last one are pretty slim, sadly.

Hope it helps and that I didn't confuse you even further.

Calin Sandici, AdWords Top Contributor | Find me on: Google+ | Twitter | LinkedIn | myBlog
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Re: adwords conversions value vs. analystic conversions value

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# 2
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Hi Jeff,
Good question - no Analytics and AdWords are not adding both together.
Because AdWords and Analytics have different Tracking Conversion Codes, the numbers reported will be independent of each other and not double-counting.

I have seen some instances where advertisers import their Transactions from Analytics to AdWords as Conversions and that can sometimes lead to double-counting, but it doesn't sound like you're doing it that way, so you should be good.

You might find this article useful - http://adwords.blogspot.com/2013/06/combined-power-of-adwords-and-analytics.html

Re: adwords conversions value vs. analystic conversions value

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# 3
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Thanks! Very good to know. If I may ask another follow-up question....

If AWs & GA are not double counting then why would one count a conversion (and value) and the other one would not count the same conversion (and value). What decides what conversion/value is applied to what identifier (AWs or GA).

Thanks!

Re: adwords conversions value vs. analystic conversions value

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# 4
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also, i just got off a chat with google and they say that i am indeed double-dipping since the AWs conversions are in the GA conversions. I'm lost as to what the answer is

Re: adwords conversions value vs. analystic conversions value

[ Edited ]
Top Contributor
# 5
Top Contributor

@Jeff
I will ask one of our conversion  programing specialists to chime in here.

 

[edited] -Sorry conversion programming 

Moshe, AdWords Top Contributor , Twitter | Linkedin | Community Profile | Ad-Globe
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Re: adwords conversions value vs. analystic conversions value

Top Contributor
# 6
Top Contributor
Hi Jeff,

Can we back up here for a minute?

What defines a conversion for you and where are your values assigned? Are you running an e-commerce site in this account?

There are many possible scenarios here. I could potentially see conversion overlap in the adwords UI if you're importing conversions from analytics as well as using adwords conversion code.

Do you have any more details you could shed on the setup here?

-Tommy
Tommy Sands, AdWords Top Contributor | Community Profile | Twitter | Philly Marketing Labs
Did you find any helpful responses or answers to your query? If yes, please mark it as the ‘Best Answer.’
Marked as Best Answer.
Solution
Accepted by topic author Jeff M
September 2015

Re: adwords conversions value vs. analystic conversions value

[ Edited ]
Top Contributor
# 7
Top Contributor

Hi, Jeff.

If you're firing both the AdWords conversion script and the Analytics conversion code and then also import the Analytics conversions into AdWords, you're definitely in for an interesting ride.

I do fire both AdWords and Analytics conversions on the same page, but I don't also import Analytics conversions into AdWords.

However, I think that in your case the issue is the attribution date. A click on an ad yesterday, followed by a visit and a conversion today (through any traffic source except AdWords) will generate the following:

- one conversion, for yesterday (though it happened today, because AdWords credits the day of the last AdWords click), generated by the AdWords code
- the same conversion, also for yesterday, imported from Analytics
- the same conversion again (later edit: n.b., this time in Analytics), but credited for today and the source of the last click, except in situations when the last click source is direct

All these happen if the time elapsed between the last AdWords click and the day of conversion is 30 days or less. If it's more than 30 days AdWords won't register anything, neither through the AdWords code nor through the imported Analytics one.

Analytics, on the other hand, will register a conversion, for the day when the conversion actually takes place. And the funny thing is that if that conversion happens after a direct visit, it will still credit AdWords (because the Analytics cookie outlasts the 30 days conversion window: https://support.google.com/analytics/answer/1034306?hl=en). If it's an organic / referral / other campaign visit, it will credit the last source.

So, as you can see, the chances of reconciling them to the last one are pretty slim, sadly.

Hope it helps and that I didn't confuse you even further.

Calin Sandici, AdWords Top Contributor | Find me on: Google+ | Twitter | LinkedIn | myBlog
Was my response helpful? If yes, please mark it as the ‘Best Answer.’ Learn how here.

Re: adwords conversions value vs. analystic conversions value

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# 8
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Thanks to everyone - this is a huge help. Looks like i am indeed double dipping. It sounds like i need to stop the GA import for transactions - or at least focus on 1 segment (adwords or GA) vs the other and not combine.

Thanks!