Data discrepancies between Google Ads and Google Analytics can be a source of confusion and frustration for marketers.
In this article, we will explore common causes of these discrepancies and provide actionable steps to resolve them. Additionally, we will address the variance in total revenue between your Website Analytics and Google Analytics.
Common Causes of Data Discrepancies Between Google Ads and Google Analytics
- Attribution Differences
- Google Ads Attribution: Google Ads attributes conversions to the last Google Ads click. It focuses solely on clicks and interactions with your ads.
- Google Analytics Attribution: Google Analytics attributes conversions based on the last click, regardless of the source. This means the last click could be from any channel (e.g., organic search, direct, referral).
- Time Zone Differences
- Discrepancies can arise if Google Ads and Google Analytics are set to different time zones. Ensure that both platforms are set to the same time zone to avoid recording data on different days.
- Importing Conversions
- If you are importing conversions from Google Analytics into Google Ads, discrepancies might occur due to different attribution models and processing times.
- Tracking Code Issues
- Ensure the Google Analytics tracking code is correctly implemented on all relevant pages, especially the conversion pages. Missing or incorrect implementation can lead to data discrepancies.
- Auto-Tagging and UTM Parameters
- Ensure auto-tagging is enabled in Google Ads. Conflicts between auto-tagging and manual UTM parameters in Google Analytics can cause discrepancies.
- Click and Session Differences
- Google Ads counts clicks, while Google Analytics counts sessions. One click can result in multiple sessions or no session at all if the user bounces.
Addressing Variance in Total Revenue Between Website Analytics and Google Analytics
- Tracking Implementation
- Conduct a thorough audit of the Google Analytics tracking code on your website. Ensure there are no missing or duplicate tracking codes.
- E-commerce Tracking
- Verify that e-commerce tracking is set up correctly in Google Analytics. Ensure all relevant transaction data is being captured accurately.
- Refunds and Cancellations
- Google Analytics might not account for refunds or order cancellations. Compare your internal system data with Google Analytics data to account for these discrepancies.
- Filter and View Settings
- Check for any filters or view settings in Google Analytics that might exclude certain transactions or sessions. Ensure all relevant data is being included.
- Cross-Domain Tracking
- If your website involves multiple domains (e.g., payment gateways), ensure cross-domain tracking is set up correctly to avoid missing transaction data.
- Currency Settings
- Ensure the currency settings in Google Analytics match the currency used on your website. Currency conversion issues can cause discrepancies.
Next Steps in Investigation
- Audit Tracking Codes
- Conduct a thorough audit of the tracking codes on your website to ensure they are correctly implemented and not duplicated or missing.
- Compare Attribution Models
- Review and compare the attribution models used in Google Ads and Google Analytics. Consider using the same attribution model for both platforms for consistency.
- Check Time Zone Settings
- Verify that both Google Ads and Google Analytics are using the same time zone settings to ensure data consistency.
- Verify E-commerce Tracking
- Ensure that the e-commerce tracking setup in Google Analytics is capturing all necessary transaction data accurately.
- Monitor for Refunds and Cancellations
- Account for any refunds or order cancellations in your internal systems and compare them to the data in Google Analytics.
Conclusion
By understanding the common causes of data discrepancies between Google Ads and Google Analytics, and taking proactive steps to address them, you can ensure more accurate and reliable data. This, in turn, will help you make better-informed marketing decisions and optimise your campaigns effectively.