Deprecated: Assigning the return value of new by reference is deprecated in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-settings.php on line 472

Deprecated: Assigning the return value of new by reference is deprecated in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-settings.php on line 487

Deprecated: Assigning the return value of new by reference is deprecated in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-settings.php on line 494

Deprecated: Assigning the return value of new by reference is deprecated in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-settings.php on line 530

Strict Standards: Declaration of Walker_Page::start_lvl() should be compatible with Walker::start_lvl(&$output) in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/classes.php on line 594

Strict Standards: Declaration of Walker_Page::end_lvl() should be compatible with Walker::end_lvl(&$output) in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/classes.php on line 594

Strict Standards: Declaration of Walker_Page::start_el() should be compatible with Walker::start_el(&$output) in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/classes.php on line 594

Strict Standards: Declaration of Walker_Page::end_el() should be compatible with Walker::end_el(&$output) in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/classes.php on line 594

Strict Standards: Declaration of Walker_PageDropdown::start_el() should be compatible with Walker::start_el(&$output) in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/classes.php on line 611

Strict Standards: Declaration of Walker_Category::start_lvl() should be compatible with Walker::start_lvl(&$output) in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/classes.php on line 705

Strict Standards: Declaration of Walker_Category::end_lvl() should be compatible with Walker::end_lvl(&$output) in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/classes.php on line 705

Strict Standards: Declaration of Walker_Category::start_el() should be compatible with Walker::start_el(&$output) in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/classes.php on line 705

Strict Standards: Declaration of Walker_Category::end_el() should be compatible with Walker::end_el(&$output) in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/classes.php on line 705

Strict Standards: Declaration of Walker_CategoryDropdown::start_el() should be compatible with Walker::start_el(&$output) in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/classes.php on line 728

Strict Standards: Redefining already defined constructor for class wpdb in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/wp-db.php on line 306

Deprecated: Assigning the return value of new by reference is deprecated in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/cache.php on line 103

Strict Standards: Redefining already defined constructor for class WP_Object_Cache in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/cache.php on line 425

Deprecated: Assigning the return value of new by reference is deprecated in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/query.php on line 21

Deprecated: Assigning the return value of new by reference is deprecated in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/theme.php on line 623

Strict Standards: Redefining already defined constructor for class WP_Dependencies in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/class.wp-dependencies.php on line 15

Strict Standards: call_user_func_array() expects parameter 1 to be a valid callback, non-static method GoogleSitemapGeneratorLoader::Enable() should not be called statically in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/plugin.php on line 311
Google AdWords ou Analytics : à qui se fier ? « MARS IINK | Social Blog Club
Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/kses.php on line 947

Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/kses.php on line 948

Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/kses.php on line 947

Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/kses.php on line 948

Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/kses.php on line 947

Deprecated: preg_replace(): The /e modifier is deprecated, use preg_replace_callback instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/kses.php on line 948

Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/functions.php on line 41

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/functions.php on line 50

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/functions.php on line 52

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/functions.php on line 54

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/functions.php on line 55

Strict Standards: mktime(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/functions.php on line 41

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/functions.php on line 50

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/functions.php on line 52

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/functions.php on line 54

Strict Standards: date(): It is not safe to rely on the system's timezone settings. You are *required* to use the date.timezone setting or the date_default_timezone_set() function. In case you used any of those methods and you are still getting this warning, you most likely misspelled the timezone identifier. We selected 'Europe/Berlin' for 'CEST/2.0/DST' instead in /homepages/40/d243880784/htdocs/Social-Blog-Club/wp-includes/functions.php on line 55

Google AdWords ou Analytics : à qui se fier ?


Le couplage Google AdWords / Google Analytics vous permet d’avoir une vision plus qualitative de vos investissements en liens sponsorisés.

A l’instar de Marc vous vous demandez peut être pourquoi les chiffres du tracking Google AdWords sont différents de ceux de Google Analytics. Et surtout lequel des deux a raison ?

Les deux systèmes ont raison, bien qu’ils donnent des résultat différents.
Avant de rentrer dans le détail technique, voici deux petits exemples qui nous aiderons à comprendre.

Imaginons que j’ai un site, marsienfinder.com, qui vend en ligne des marsiens de compagnie.

Je réalise une campagne de pub AdWords, trackées par AdWords et j’ai également Google Analytics implémenté très proprement. J’ai également pluggé (connecter) AdWords et Analytics.
Vendredi je regarde mes stats de la semaine et je constate que j’ai vendu 2 marsiens.

Celui du lundi a été vraisemblablement vendu par AdWords, les 2 systèmes de tracking sont d’accord.

Ce premier marsien a été acheté par Julie. Elle a procédé ainsi :
1- Julie tape dans Google “achat marsien”
2- Elle trouve mon site et clique mon annonce AdWords
3- Elle arrive sur le site et découvre des minis Marsupilami à moins de 15€
4- Elle craque et en achète un

Résultats Google : AdWords : 1 vente attribuée au mot clé “achat marsien”,
Analytics 1 vente attribuée à AdWords pour le mot clé “achat marsien”

Pour la vente de mercredi j’ai deux résultats différents.
Cette fois il s’agit d’un marsien bien plus cher car plus rare, acheté par Marc qui avait déjà acheté 3 marsupilami chez Marsiendiscount.

1- Lundi Marc saisit dans Google “achat marsien”
2- il trouve mon annonce AdWords et clique
3- Il trouve sur mon site le marsien recherché
4- le prix est de 1 000 € et se dit qu’il peut trouver moins cher
5- Il n’a pas réussi à trouver moins cher et décide d’acheter sur mon site.
Cette fois il tape “marsienfinder” dans Google et clique sur le premier résultat en référencement organique.
6- il retrouve retrouve sur mon site le produit et achète le marsien tant recherché.

Résultats Google :
AdWords 1 vente attribuée au mot clé achat marsien,
Analytics 1 vente pour Google en référencement naturel, mot clé : marsfinder

Maintenant la différence vous semble peut être plus claire, et acceptable.
Dans le cas de Julie, les cookies d’AdWords et Analytics enregistrent une vente attribuée au mot clé “achat marsien” via AdWords.
Dans le cas de Marc les cookies enregistrent des valeurs différentes car il fonctionnent de manière différente. Le cookie AdWords enregistre la valeur “achat marsien” et lui attribue la vente mercredi.
Le cookie Google Analytics enregistrent également “achat marsien” lors de la première visite de Marc.
Toutefois, à sa seconde visite cette valeur est écrasée par “marsienfinder” en référencement organique dans Google. AdWords ne se soucie pas des autres sources de trafic et il attribue la vente au clic enregistré lundi.
Toutefois si Marc avait cliqué sur une annonce AdWords pour le mot clé “marsienfinder” la vente aurait été attribuée à ce deuxième mot clé et non au premier.

Ainsi lorsque vous comparez les résultats AdWords et Analytics c’est un peu comme si compariez des pommes et des poires… AdWords va tracker le dernier mot clé de vos campagnes AdWords qui a généré la vente, alors qu’Analytics va tracker la dernière source, et éventuellement mot clé, qui a généré la vente.

Vous pourriez donc pensez que le tracking AdWords aura toujours moins de vente que celui d’Analytics.
En fait ce n’est pas toujours le cas car dans Google Analytics l’accès direct n’écrase pas la dernière source.
Aussi lorsque Julie reviendra via le lien qu’elle a enregistré dans ses favoris pour acheter 1, puis 2 puis 3 nouveaux marsiens, dans Google Analytics la vente sera attribuée…. au mot clé “achat marsien”.
Par défaut le cookies Google AdWords dure 1 mois, tandis que le cookies de campagne de Google Analytics est de 6 mois.

Et vous, dans le cas de Marc, à qui attribueriez-vous la vente ?

, ,

  1. No comments yet.
(will not be published)