The AdWords
conversion accounting system overestimates the impact of AdWords campaigns,
unlike the more accurate Analytics system. Explanations!
Importing your Analytics goals
on AdWords
Do you notice
any discrepancies between your Google AdWords and Google Analytics conversion
data? This is normal, and we will explain the reasons to you!
First, know that the AdWords
interface allows you in a few clicks to directly import your Google Analytics
objectives on AdWords. This import allows you to display conversions directly
in the AdWords interface and analyze the best performing campaigns very
quickly. Get to know
more.
However, you may
have already noticed through your analyzes that the conversions going back to
AdWords are different from the AdWords conversions displayed on Google
Analytics? How to explain these deltas when it is about the same and unique
objective? Are my settings incorrect?
Method of accounting for
conversions
To understand
the delta of conversions between platforms, it is necessary to be interested in
counting and attributing the objectives that are not calculated in the same way
on the two platforms.
On Google
Analytics, the conversion is only counted once per session and per objective.
As a reminder, a new session is started after 30 minutes of inactivity or at
midnight.
·
Source of attribution: if you have not changed
the default template, the conversion will be attributed to the last indirect
click.
·
Time of attribution: time of completion of the conversion.
On AdWords, when
importing your Analytics goal, you can define whether you want to count a
single conversion per click on an ad or multiple conversions per click on your
ad. Depending on your choice, you can already observe deltas between the two
platforms during your analyzes. However, the main reason for the deltas is the
AdWords attribution method:
·
Source of attribution: If the user clicked on an
AdWords ad, the conversion would automatically be attributed to AdWords. By
default, when setting your goals on AdWords, the post-click conversion tracking
lasts 30 days. The conversion tracking period can be changed: a minimum of 1
week, a maximum of 90 days.
·
Attribution Time: This is the last ad click, not
the actual time of the conversion.
To fully
understand the difference, let's take a concrete example of a search and
conversion performed by an Internet user and analyze the attribution method.
·
On February 1, Peter performs a Google search on
the query "man shoes" and click on an AdWords ad company abc.com. It
decides not to buy anything at first.
·
On February 8, abc corried out a new search on
Google, but this time on the query "abc" and once again clicked on
the abc.com site, but this time via natural referencing. Once again, he does
not make his purchase. He adds the link of the pair of shoes in the favorites
of his browser.
·
Finally, Abc decides to buy the pair of shoes on
the same evening. He, therefore, clicks on the link added to his favorites a
week before.
On the other
hand, on AdWords, the conversion taking place less than 30 days after they
click on the ad will be attributed to AdWords as of February 1.
The importance of attribution
and indirect conversions
As you will have
understood, the difference in conversions between the two interfaces is not
necessarily due to a configuration problem but different accounting methods.
The method of posting to AdWords can be quite misleading since conversions are
automatically attributed to AdWords regardless of the source that generated the
conversion.
On Analytics,
the information about the conversions made is much more reliable and precise. Depending
on the attribution method configured on your account, you can easily know the traffic
sources that will lead to the final conversion. You will also have the
possibility to carry out more detailed analyses on the conversion paths,
leading to a conversion.
Even if, in a
way, we can consider the conversion data on AdWords as "false", it
can be interesting to have an inventory of the performances of the campaigns
without necessarily going into an in-depth analysis of the direct and indirect
conversions (like Google Analytics allows).
With the
emergence of mobile and therefore cross-device, however, it doesn't remain very
easy to analyze with the greatest precision user behavior when we know that
more and more Internet users are researching mobile before buying on Desktop
...
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