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Analytics and adwords data comparision not so accurate,

Written by power @ 9:32 PM permanent link on Monday, March 31, 2008 | Post a Comment |

Google's analytics don't show the exact data what adwords show in its clicks. We tried comparing it various client sites and most of them don't match the results. We feel its most probably that analytics works on a different way than how adwords tracks clicks and all adwords clicks don't always end up in Google analytics statistics.

Couple of reasons given by analytics advice team

There is an important distinction between clicks (such as in your AdWords Campaigns reports) and visits (in your Search Engines and Visitors reports). The clicks column in your reports indicates how many times your advertisements were clicked by visitors, while visits indicates the number of unique sessions initiated by your visitors. There are several reasons why these two numbers may not match:

1. A visitor may click on your ad multiple times. When one person clicks on one advertisement multiple times in the same session, AdWords will record multiple clicks while Analytics recognises the separate page views as one visit. This is a common behaviour among visitors engaging in comparison shopping.

2. A user may click on an ad and then later, during a different session, return directly to the site through a bookmark. The referral information from the original visit will be retained in this case, so the one click will result in multiple visits.

3. A visitor may click on your advertisement, but prevent the page from fully loading by navigating to another page or by pressing their browser's Stop button. In this case, the Analytics tracking code is unable to execute and send tracking data to the Google servers. However, AdWords will still register a click.


To ensure more accurate billing, Google AdWords automatically filters invalid clicks from your reports. However, Analytics reports these clicks as visits to your website in order to show the complete set of traffic data.

I feel it should be one of the reasons to this,

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