What does attributing mean in regards to conversions? Different platforms “attribute” or give credit for conversions differently, and it’s important to understand. Facebook Ads, Google Analytics, Google Ads, and LinkedIn all give credit for conversions in different ways. If you’re using an outside platform, let’s say Salesforce or Hubspot, it’s also going to have a different attribution model.
We prefer Google Analytics for our overall tracking of marketing channels for many reasons; not the least of which is the sheer amount of data available, but that’s not today’s topic. Today we’re discussing the differences between Google Analytics and Google Ads.
One would think that Google Analytics and Google Ads would be on the same page since they are both Google products, but, sadly, they’re not even close.
In this chart, we see goal, transaction, and conversion. To avoid confusion, let’s look at the difference between these items.
In Google Analytics, we can see that both “goals” and “e-commerce” are conversions.
Goals can be broken down further into different types of goals such as that which is produced from an event action. You can define different kinds of actions that take place on the given site like clicking a button, watching a video, or clicking a button on a form.There are also destination goals. Example: someone has filled out a form and a thank you page fires.
E-commerce is all about transactions (actual sales on the site). The big picture, however, is that goals and e-commerce are all part of conversions.
Now that you understand their relationship, we can talk about the differences between Google Analytics and Google Ads.