The Google Content Network has become more popular among advertisers over the last year due to the launch of the Placement Performance report and Site and Category Exclusion tool.
These tools give advertisers more transparency and control, allowing them to make data-driven decisions. Before being afforded this control, advertising on the Google Content network was more art than science. There were no reports or filters measuring a campaign’s success and strategies were imagined primarily via intuition and creativity.
Advertisers can now base their contextual targeting campaign strategies on hard data provided by Google.
Web marketing analysts are frequently puzzled when comparing stats between Adwords and Analytics. In Understanding Discrepancies Between Adwords and Analytics, Part I, I discussed the common causes of discrepancies in traffic reporting. In this article, I will discuss the differences in e-commerce revenue data reporting between Adwords and Analytics.
Careful analysis of online campaign performance data is an integral part of the PPC Account Manager’s daily routine. This includes tracking the effects of changes to the account, monitoring of long-term trends, and recognition of anomalies in data which warrant investigation. During this process, it is common to discover discrepancies in the data reported by Google Adwords and Google Analytics. Such discoveries can be unsettling to Account Managers, especially since both reporting systems are Google products. In this article, I explain some possible causes for these discrepancies.
