Ben Young
Ben Young
November 11, 2022

Google Adwords is measuring clicks that clicked on your ad, and Google Analytics measures users that load the tracking javascript. After clicking the ad, some users will stop, close the browser or hit the back button, before the page loads and/or before the tracking javascript has loaded. This causes the discrepancy between Google Analytics and Google Adwords.

The biggest cause of discrepancies between for two analytics systems on the same website, is the users that leave before a page has finished, and one analytics system has loaded but the other has not yet. Discrepancies of a few percentage are reasonable. If there is a large discrepancy (like 10% or more) you need to investigate.

The reasons for discrepancies can include:

  • Accidental clicks
  • People hit stop before the page has loaded, or close the tab
  • People load the page but the analytics didnโ€™t load before they left
  • Too many scripts loaded by the destination page

A reasonable click discrepancy is >15%. If it is a lot higher you may want to adjust your campaign, either the settings, the creative or the destination page.

High discrepancies can be caused by:

  • Slow page speed, make sure your page is fast to load.
  • Mobile clicks, users tend to cancel more, experience slower network and/or leave before the page loads.


This is part of ourย Guide to Analytics discrepancies.