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Why Don’t AdWords and Analytics Match Up? Part 2

In Part 1, we started exploring why AdWords Conversion and Google Analytics (GA) Goal numbers don’t quite line up – even for the same conversion point.

Today, we’ll continue that exploration.

Timing is Everything

Let’s assume you have the same ‘One’ Conversion count set in AdWords to align with GA.

The second reason you have a difference between AdWords and GA is the yardstick itself – Sessions vs Clicks. 

GA counts a Goal at the time (in the Session) it happened. And yes, AdWords can count a Conversion up to 30 days after a user has clicked your ad.

Count and see

GA is counting everything that happens in the now, while AdWords is counting everything that happens within a rolling window of time (that you can define).

Because of this, even comparing the same time frame (say, the same month) will result in a different number AdWords Conversions vs GA Goals – with the differences even more pronounced the longer your purchase cycle.

Kicking goals?

For this reason, AdWords will typically have a higher conversion count than the same Analytics Goal over the same time period – even with the same ‘one count’.

Stay tuned for Part 3 where we will wrap up exploring why AdWords and GA conversion numbers don’t quite line up.

ABOUT THE AUTHOR
Adam Sugihto is founder of specialist, Melbourne based Pay Per Click agency and Google Certified Partner, Intentional. Since 2009, the Intentional team have driven online advertising for companies in global markets such as Prague, Paris, Tokyo, London, Shanghai, Bangkok, New York and LA; as well as being digital advisor and partner in the Australian domestic market for numerous household brands and NFPs.

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