Friday, May 11, 2012

Google Analytics: Paid Search Advanced Segment excluding some google / cpc traffic

Can anyone out there explain why the following might be happening?

Earlier today I viewed a Google Analytics Ecommerce report for a client and found a revenue that was about 0.2% less than what I was expecting it to be. Not much, you might think but when the revenue is over $100,000 it's enough to make me curious.

I viewed the revenue report by clicking on Standard Reporting, Conversions, Ecommerce and Overview:


I then selected a source/medium of google / cpc to get the Adwords revenue:


And this was the figure that was slightly less than expected. Further investigation showed that I had inadvertently applied an Advanced Segment of Paid Search Traffic.



The question is, why should this make a difference? What could be coming through as google / cpc that the Paid Search Traffic segment is filtering out? Please leave a comment if you have any ideas about what could be causing this discrepancy.

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