Why am I showing a difference in Goal completion for Adwords and Analytics?

[EcommerceSite]

I have conversion tracking setup for Adwords and Goal tracking setup in Analytics. There is a large discrepancy between the two. Anyone have any ideas?

[EcommerceSite]

I am in the process of adding the other events to track. Things like newsletter signups and registrations are nice, but my boss is most interested in sales. We sell really expensive equipment with long purchase cycles so we are never going to complete 100s a day.

[JasmineA]

There will always be discrepancies and it will never be perfectly the same, unfortunately. I would double check your conversion metrics in Adwords, ensure that you're tracking the same conversions between them both.

Also, I hope that you have other pieces of your site as goals - newsletter signups, white paper downloads, etc then say X% of PPC traffic contributes to each of these other goals. Then, with the assisted conversion tool, you can see that all of these pieces fit into a conversion path. If we increase budget by Y for adwords, we can push this budget using these keywords to these goals and I anticipate that we will see a rise in overall revenue in Z amount of time.

[EcommerceSite]

I thought the same thing so I went into attribution modeling and I am still seeing the same discrepancy. I want to ask my boss to increase my budget, which if you look at Adwords seems like a great idea, and if you look at Analytics not so much.

[DistanceLC]

Adwords considers a conversion to be anyone who clicked on the ad and then converted anytime within 30 days of that click. Google Analytics associates a cpc conversion if it was the last action taken prior to converting, so if they clicked on the ad earlier in the conversion process it doesn't count it. You can look at the multi-channel funnels reports to try and get a clearer picture of how AdWords is effecting conversions.