When you run an online advertising campaign, you get detailed statistics about impressions and clicks generated. Whether you’re working with a trade publication or Google with its AdWords service, the detail provided gives authority to the numbers. But when you compare the statistics to the equally detailed analytics for your website, the numbers will often be different. Why is this? Can I trust a publisher who says I got more clicks than my analytics package saw? Our new tip sheet explains the reasons why your website analytics will not always match the statistics provided for your advertising campaign.

[EDIT: this tip sheet is no longer available, but please do contact us for more information if you are wondering why your analytics and advertising stats don’t match].