Revenue discrepancy between Analytics and AdWords

Analytics records the date of the transaction from when the transaction occurred – regardless of whether the user is returning or is new – is known as the ‘last touch’ method. Where as AdWords date stamps from when the user first clicked onto the Ad (within the cookie expiration period). If a user typed in ‘T-shirts’, clicked onto an Ad, didn’t purchase anything, and then returned 20 days later via any method (either PPC or direct etc.) and made a purchase, the conversion and revenue will appear on the figures from 20 days ago. This is something to remember when reconciling monthly reports, the conversions and revenue has the potential of increasing over the next 30 day period. This method is known as ‘first touch’.

The most noticeable difference in values comes when you have installed E-commerce tracking. From this you can get an insight into the revenue generated. If you also capture this in AdWords you’ll notice that the values are very different. Although I am not convinced that the tracking in Analytics is 100% accurate, the main issue for the difference is to do with the date stamp of the transaction.

If you have correctly installed the conversion tracking code to also capture purchase amounts, then also run the reports in AdWords. This keeps your spend, conversions and revenue all on one platform.

Philip Pollock
PPC Account Manager

I often get asked by my clients, why is the data presented in Analytics different to the values in AdWords? Now, presuming that the two accounts have been correctly linked, if they are not or you are unsure if they are, you can look at some of my previous posts which will explain how to do this.

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