Microsoft adCenter has a great blog post discussing why your analytics package might provide different stats than your PPC statistics reports. That will likely happen with any PPC provider that you use. But understand that your analytics package and your PPC stats measure somewhat different data.
One of the biggest reasons your analytics package and PPC stats may differ is because the one counts the number of clicks (PPC) and the other uses cookies (analytics). Cookies are a bit finicky.
The Microsoft blog does a good job of explaining how JavaScript code may or may not load and log a visitor’s visit. Another thing to consider is that a click may not necessarily be counted by your pay per click advertising provider. If a click is invalid then your provider will likely not count it, but your analytics package will count that visit. If that happens several times a day over the course of several weeks then those numbers will add up.
The importance of analytics is not to tell you what decisions you should make on basis of a bunch of raw numbers. Rather, you should be looking at trends. And when it comes to trending, though the numbers may be off between your PPC reporting and your analytics, each will measure the trend over time pretty accurately. If you learn to rely on trends instead of numbers then it won’t matter whether you make your big decisions based on pay per click advertising network stats or analytics.
Exactly, sometimes people think that numbers are more important than results and they forget about click fraud.PPC it’s a good tool for all of you who nows haw to use it. for some not experts as me I suggest simple service of clickmeter i found it very useful in my PPC campagn and finally it ‘s easy to use.