[SMK] Social Media Knowledge


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.

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.

Learn with SMK through April

Start your SMK: Digital Excellence 7-day free trial today and unlock unlimited, on-demand access to hundreds of hours of digital masterclasses, training courses and hands-on tutorials.

Your risk-free trial offers the perfect opportunity to expand and upgrade your digital intellectual property.

Each month SMK releases 30 hours of new and updated social media and digital marketing educational course content, ensuring you never get left behind – be it on digital strategy, tactics or implementation.

Alongside this, SMK offers live help and support weekly within the SMK Working Group. It might be a quick fix or the root of a bigger problem; either way, a problem shared is a problem halved. On a day-to-day basis, SMK’s team gives you hands-on support and fresh ideas.

Not to mention a shoulder to cry on, occasionally.

April's Courses, Live Help & Support Options

Live Member Clinics every Monday & Tuesday from 1 pm – 2 pm AEST

  • Live help and support from SMK’s team of analysts.
  • Book in to request a personalised discussion for 15 or 30m via Zoom within the Facebook Working Group.

Weekly Technical Labs: Meta Business Suite on Wednesdays from 1 pm – 2 pm AEST

  • Technical Labs explore the technological process and workflows related to key digital marketing activities.

Google Analytics 4, Data Analysis & Evaluation Masterclass on Thursdays from 10 am – 12 pm AEST

  • Module 1: GA4 Optimisation, Key Features, Tools & Reports
  • Module 2: Setting up GA4 Conversions & Understanding Analytics Events
  • Module Three: Analytics campaign tracking and report analysis
  • Module Four: GA4 report round-up, conversion attribution & visualisation

Influencer Marketing Masterclass: Organic, Paid & Commerce on Fridays from 10 am – 12 pm AEST

  • Module 1: 2024 Influencer Marketing Trends, Forecasts & Opportunities
  • Module 2: Organic Influencer Marketing Best Practices
  • Module 3: Optimising Influencer Campaigns With Social Ads
  • Module 4: Evaluation, Reporting and Influencer Commerce

Leave a Comment