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How to Solve for Mobile Sessions/Clicks Discrepancy

Published: November 3, 2014

Author: Caitlin Halpert

A common issue with mobile is a big sessions-to-clicks discrepancy, which can be a big deal when your client’s goals revolve around visits. We recently had an issue with an account showing an increasingly large discrepancy for GDN ads – in some cases mobile had an 80% variance between Google Analytics sessions and AdWords clicks, with clicks being higher.
So what’s going on, and how do you solve for a bunch of clicks that don’t result in visits?
Well, we’ve seen this before for mobile and tablet display, and it was pretty clear that accidental clicks were to blame. To confirm your hunch you can set a Google Analytics goal for a page view of the landing page; this way, you can see the % of people who click but for whom the page never loads. Basically, you’re looking for a goal conversion rate close to 100%, and you can use that metric to tune your GDN campaigns and cut out the areas are driving accidental clicks.
Setting this landing page goal will help you weed out the folks who clicked on the link accidentally, thus solving for the discrepancies they’re seeing in the GDN campaign. One more easy fix (hat tip to Burlington colleague Erika McCarthy): review sites that had the largest variance between click and session count and then remove them or reduce bids.
Happy saving…

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