Do you know what the difference is between clicks and visits?  It is not unusual to see a discrepancy in the reported numbers of AdWords clicks and Google Analytics visits.

Due to the large number of similar terms used in some reports, it is easy to confuse Google Analytics data. There is a big difference between these two terms. “Clicks” are the times that users have clicked on your ads, while “visits” represent the number of individual sessions initiated by all users to reach your website.  

Even if your Google Analytics implementation is correct, there are a few reasons why sometimes the amounts don't match:

  1. A user can click on a single ad multiple times, but when this happens in the same session, AdWords records them, while Google Analytics identifies the multiple page visits as one. This activity happens often, especially among users who compare products and/or services they are going to buy.
  2. When a user clicks on an ad, and later returns to the site through a bookmark (or a favorites link) with a different session than the previous one, the reference information of the original visit will be saved, so so that the click will turn into several visits.
  3. If a user clicks on an ad, but immediately stops the page from loading completely by pressing the “stop” button or by accessing a different page, the Google Analytics tracking code will be unable to send data to the users. Google servers; However, AdWords will register it as a click.

Now that you know the differences between these two terms, you will have no doubts about the data reported by AdWords and Google Analytics.