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Google Analytics discrepancies explained

How come I experience a discrepancy between reported clicks for an Cxense Display campaign and the Google Analytics reported referrals for that specific landing page?

 

Answer:

First of all, Cxense Display reports clicks or unique clicks while Google Analytics reports visits on referral level. That's like comparing apples with oranges.

Secondly, there are a lot of technical obstacles between the Ad Servers click and Google Analytics registering a correct referral source. Please read the section “Referrers” in the Google Support link below where DFP themselves advise against such a comparison.

 

Useful links

  • “Comparing referrer URLs to DFP clicks is not advised. Referrers in analytics are not an accurate measure of clicks or landings…”

http://support.google.com/dfp_premium/bin/answer.py?hl=en&answer=177507

  • “Comparing Apples to Oranges – Clicks vs. Visits”

http://diallodigital.com/articles/google.html

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