Many people often look at Google Analytics, or other tracking systems, and wonder why there is a discrepancy between the number of clicks from PPC ads and the number of visits (also called sessions). Below we look at 5 reasons for this discrepancy but before we mention these it is important to remember that ‘clicks’ represent the number of times a visitor clicked your ad, where as ‘visits’ reflect the number of unique sessions initiated by visitors to a site. So why might the two figures not match? There are five common reasons:
– If a user clicks on an advert multiple times, AdWords will recognise these multiple clicks where as Analytics recognises all these clicks/page views as one visit. Users tend to engage in this sort of behaviour when comparison shopping, making it rather common.
– This means that the referral information from the original visit will be retained so one advert click ends up being recorded as multiple visits.
– This might be done by a visitor navigating their way to another site, hitting the ‘back’ button, or hitting the ‘stop’ button. This means that Adwords registers a click but Analytics tracking code is unable to execute and send the tracking data to the relevant servers.
– Whilst this maybe the case, Analytics reports these clicks as visits to your website in order to show a more complete set of traffic data.
When using Google analytics, sessions are timed out after a period of 30 minutes of inactivity so if someone were to get distracted from their browser while surfing a site, their session could time out even if they remain on the site. If this user then continued looking at the site and moving pages after 30 minutes, it would count as another visit (or session).
Tracking discrepancies understandably frustrate many people, especially when they are related to key performance metrics and not just clicks and visits. It is important to remember that no tracking system is 100% accurate and this is why Google state that Analytics should be used for trends not and not necessarily hard data. So until we’re all wired into the matrix and user behaviour is that much more measurable, we’ll just have to live with some discrepancies!
Get our news, insights & advice delivered to your inbox
While many marketers are familiar with the basics of creating and running Facebook Ads, there are several underrated features within the platform that can take your advertising efforts to the next level. In this blog post, we'll explore three of these lesser-known gems within Facebook Ads that can help you maximise your campaign's effectiveness and return on investment (ROI).
In the ever-evolving landscape of digital advertising, staying ahead of the competition is essential for agencies aiming to maximise their returns for their clients. Google, being at the forefront of online advertising, continues to innovate its advertising platforms to provide marketers with tools that deliver exceptional results. In this article, we delve into three key features of Google Performance Max Campaigns that can supercharge your advertising efforts and propel your clients to new heights.
Consumer safety and brand guidelines are at the top of our priorities, which is why, when writing casino content, there's more to it than simply putting pen to paper. It's more important than ever that we stay on top of the game. Find out how you can market gaming and make sure your content has the edge, whilst keeping in mind all the latest laws and requirements.