After a month of ads with Google Ads Shopping campaigns and continually identify, day after day, a significant discrepancy in clicks on Google Ads and Sessions in Google Analytics (as well as another analytics tool that brings numbers closer to Analytics numbers ), I got in touch with Google Support. For more than 3 weeks, after numerous interactions and suggestions / explanations / different / contradictory solutions, it finally seems that my case has taken a direction towards the solution, but the result has been transmitted to me, despite having convinced me that this is the case . What could actually be the cause of the problem, was not satisfactory for me. I was very disappointed with the procedure provided by Google Support and I would like to receive more explanations and information from the community.
What I got last through Google support was this:
"There are two methods to close session in a session: a session can be
Open the same day or in several days, weeks or months. Expiration
per hour: after 30 minutes of inactivity at midnight Change of campaign:
If a user enters through a campaign, it goes away and then returns.
through another campaign. Why is there a discrepancy between clicks?
and sessions? I have separated this link from the help center that
Explain specifically what we said in connection If you have noticed one
of the following discrepancies between clicks and sessions, use the
Troubleshooter for click sessions to identify and solve problems.
In addition to reporting the discrepancy between clicks and sessions until
20% is considerable. "
Among the Google help links approved by the support, it was not clear to me whether a discrepancy of 20% less in the number of sessions in relation to clicks is normal or only when the session number is higher (the phrase "Single user can open several sessions "suggests that it is only normal when the number of sessions is greater).
But if it is really normal for the number of sessions to be 20% less than the number of clicks, they make me think about the possibilities:
1 – Analytics fails as a tool to count 100% of the number of sessions (accessed by the same person or by different people). Once a click occurs, the user is taken to the site and must count as a session. If it is normal for analytics to calculate 20% fewer sessions than clicks, analytics will soon not compute all sessions.
2: Google uses this explanation to charge up to 20% more clicks than the clicks that your users actually produced.
I do not like to believe in any of the hypotheses, first rely on Google Analytics as a tool to identify sessions and because their numbers are very similar to those of a third analysis tool used (created by my e-commerce platform), and also because not believe that a company like Google would lend deliberately 20% more clicks from their customers. So I address the community, so maybe someone brings me a third alternative that I have not been able to identify and / or an explanation totally different from the one I received from the support (as they have done so many times over the course of those weeks).