Key to successful PPC advertising

[samiaseo222]

I recently worked with two brands that seemed to be having trouble tracking conversions. Upon further investigation, it turned out that both brands had various attribution discrepancies between Google Ads and Google Analytics, which is actually quite common. In this blog, I’ll walk you through both of these scenarios and how Google Attribution (a separate tool within Google Analytics) can help.

Scenario 1
For one brand, the sales reported in Google lithuania phone number data Ads were consistently significantly higher than those reported by Analytics for Google CPC traffic. To further investigate this discrepancy, I imported transactions from Google Analytics into Google Ads (with the "Include In Convs" setting set to No to prevent double reporting).

According to Google Analytics, the number of transactions was lower and the revenue was almost CZK 300,000 lower than what the Google Ads statistics showed. I contacted Google support to better understand the differences in reporting between Google Ads and Analytics. They told me that this is due to different attribution models .

This answer didn't make complete sense to me, as attribution models should only affect how conversion credits are attributed across campaigns within the Google Ads UI, meaning that the total revenue and/or total conversions attributed to Google Ads campaigns (google / cpc in GA) would be the same. I continued to research this issue because I still didn't feel like I had a complete answer.