So your data in Google Analytics (GA) does not match exactly what you see in Google AdWords. Don’t fret, you’re not alone and you probably have not done anything wrong.
This so called “discrepancy” is a common cause of concern for many marketers. You look in your trusty GA reports and see X visits and Y conversions and AdWords shows Z clicks and Y+10 conversions. So which is correct and which data set do you use? They are both correct and you use them both.
Use both? They’re both correct? Yes! Let’s take a moment to explain two fundamental differences between the GA and AdWords tracking:
Any visitor that comes to your site via AdWords and converts within 30 days of that visit will show as a conversion in AdWords. If, however, this same visitor comes to your site via another source – through your email marketing efforts or through organic search, for example – sometime after the initial AdWords visit, GA will credit the last source before conversion, not AdWords.
Just remember that: