Is it typical for Analytics to report far more eCommerce conversions for a given campaign than Adwords?
If so, how does one explain it?
I was asked to re-pull past PPC numbers and discovered that for a seven day period, Analytics reported 53% more conversions than Adwords did for the same campaign. The CPA differences are massive.
I understand that Adwords has a 30-day cookie and credits a conversion to the date of the click. I also understand that Analyics has a 6-month+ cookie and credits the conversion to the day of the conversion.
I'm new to this so perhaps this is the norm, but it seems odd that so many people would convert so many days after their initial click. Not to mention, I thought that Analytics credited the conversion to the last source (direct traffic, organic, etc) rather than the original source (PPC in this case).