Data Discrepancies between AdWords and Analytics


We often get asked why Google tracks differently for Analytics and AdWords. This post will clear your confusion. There are 5 main reasons for these differences.

  1. AdWords tracks clicks, while Analytics tracks visits.
  2. Some visitors who click on your AdWords ads may have JavaScript, cookies, or images turned off. As a result, Analytics won’t report these visits, but AdWords will report the click.
  3. You will also see the difference if the Google Analytics Tracking Code on your landing page doesn’t execute. In this case, AdWords will report the click but Analytics will not record the visit.
  4. Invalid clicks may also cause reporting differences because while Google AdWords automatically filters invalid clicks from your reports, Google Analytics will still report the visits.
  5. Finally, keep in mind that AdWords data is uploaded once a day to Analytics so the results for each may be temporarily out of sync.


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Posted on January 22, 2011 in Technology | No comments

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