Accurate conversion tracking and effective conversion attribution are two of the biggest challenges in paid search. After all, your optimization decisions are only as good as the data associated with your campaigns. Over the years, I’ve worked with many brands when their conversion tracking dropped off the website or was installed on all pages with over-reported conversions. One brand even had duplicate transactions and revenue reporting for an entire month, in Google Analytics, and imported that false revenue into Google Ads.

Recently, I worked with two brands that seemed to have a conversion tracking problem. After further investigation, both brands had different attribution discrepancies between Google Ads and Google Analytics, which is actually very common. In this blog, I’ll walk you through both of those scenarios and how Google Attribution (a standalone tool within Google Analytics) can help.

Scenario 1

For one brand, the revenue reported in Google Ads was always significantly higher than what Analytics was reporting for Google cpc traffic. To dig into this discrepancy further, I imported Google Analytics transactions into Google Ads (with the setting “Include In Convs” set to No to avoid double reporting).

As you can see, according to Google Analytics, transactions are lower, and revenue is nearly $300k lower than what Google Ads tracking is reporting. (Note: in this example, the brand is using BOTH the Google Ads tag and the Google Analytics tag on their…

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