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Understand information in your reports and troubleshoot reporting issues such as self-referrals, (not set) data, and inaccurate information
 
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Clicks vs. Sessions

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi guys,

 

I'd like to ask you for help with tracking the clicks from a campaign in GA.

 

We're running a display campaign in Doubleclick Bid Manager to drive traffic to our musicvideo streaming platform. We have connected the DBM campaigns with GA via URLs containing UTM parameters and implemented the GA tracking code into our website.

 

However, recently we've started to see big discrepancies between the clicks registered in DBM and the number of Sessions registered in GA. For instance, on June 15th we saw there were 3.909 clicks on the banners according to DBM, but only 1.835 Sessions in Paid Keywords.

 

To my understanding, if a banner contains a URL redirecting to a site, each click on the banner should generate at least 1 Session. Isn't this true? Do you have an idea where this discrepancy could come from?

1 Expert replyverified_user

Re: Clicks vs. Sessions

Rising Star
# 2
Rising Star
Hi Barbora,

Click will almost never match sessions (calculated differently); that said, it's a large discrepancy.

You say you compared to Paid Keywords and typically you would not see this traffic here as you don't normally use utm_term for display (you can, just normally does not happen.) You may want to compare to your campaign or ad content data.

Hope that helps.

Best,

Theo Bennett
Analytics Evangelist at MoreVisibility | Contact Me
Connect on LinkedIn

Re: Clicks vs. Sessions

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
Hi Theo,

many thanks for your feedback. Normally we check the Ad Content tab to see how each of the banners performed - the numbers of Sessions there is almost the same as in Paid Keywords and that's due to the fact that we're are a very new brand and our traffic depends heavily on the traffic driving campaign.

Still, I would be very interested in finding out how of the ads contribute to the 'performance' (total traffic) of our site. What would be the most accurate way to see how many people the campaign actually brought to the site?

Re: Clicks vs. Sessions

Rising Star
# 4
Rising Star
Hi Barbora,

The best way would be to use the Multi-Channel Funnels (MCF) reports. That said, Goals and or Ecommerce is required to use these reports properly. Essentially, these reports let you see how one channel supports another when someone uses the same device. If you don't have goals configured, take an hour today and think about the desired outcomes and configure goals and goal values (or Ecommerce) and then set them up. In the interim, you can create a user (not session) based segment based on your display campaign (medium is cpc or cpm) and see how these touches lead to visits from other channels (when the same machine and browser is used).

What you probably already know is that exposure to your brand on one device could cause someone to search for your brand on another device (phone, home pc, laptop, etc.) and you should also then be looking at lifts in your direct and branded traffic increase so linking Search Console and GA would be beneficial.

Some references for you:

Goals
https://support.google.com/analytics/answer/1032415?hl=en
http://www.kaushik.net/avinash/digital-marketing-and-measurement-model/

Segments:
https://support.google.com/analytics/answer/3124493?hl=en

Search Console:
https://support.google.com/webmasters/answer/1120006?hl=en


Best,

Theo Bennett
Analytics Evangelist at MoreVisibility | Contact Me
Connect on LinkedIn