There are many reasons you can see Discrepancies or Fluctuations between the Adwords traffic and the Analytics traffic.
Here is a checklist to follow, if you do
not see identical numbers between Adwords clicks and Analytics Visits from
Adwords:
- Is Google Analytics and Adwords connected?
To check if they are connected, or to connect them, simply go to your Google Analytics Account, under
Acquisition, click on Adwords, then click on Adwords, and connect the two
accounts.
- Is Adwords
connected to Analytics Account user view?
To check it, go to Analytics Admin.
Under Account,
click on Adwords Linking
Then make
sure that the used view is selected (checked)
Other Ways to link/unlink Adwords to Analytics:
- https://support.google.com/adwords/answer/1704341?hl=en
- https://support.google.com/analytics/answer/1033961?hl=en
- Do you have a different website for mobile traffic?
If you have www.Haveresults.com
and m.haveresults.com those are 2 different websites with different traffic channels. So, you may not be able to
trace mobile traffic on the same Analytics Property (including Adwords traffic to mobile)
- Is the Analytics tags embedded correctly on the site?
Sometimes you need to update the tracking codes or verify they are
working correctly on the site.
To check if they are verified and receiving data, go to the admin panel, under property, click on Traffic info, then Traffic Code, and see if it is verified
- Is your URL parameters working properly with the gclid tags?
When a user clicks on a link from AdWords, there is some information
that are automatically appended to the URLs so that it can be sent to Analytics.
This is called the "gclid." Now, for some reason, that information appended
to the URLs is being lost when your site loads.
You can do the following test: Copy your URL; for example: http://www.HaveResults.com
and paste it into the browser. Do NOT hit enter, yet. You then want to add
"?gclid=Test123", So the full URL you will see in your browser will
be http://www.Haveresults.com/?gclid=Test123.
Now, hit enter; you'll see it stays for a moment, and then before the
page finally fully loads, it disappears. That disappearing tells google that
people clicking on that link are not being tracked by AdWords.
