Big news just came out from the Google Adwords blog. Now you can import your established goals in Google Analytics over to your Adwords account. This means that you won’t need to separate Adwords conversion code anymore.
The blog post specifies this is ideal for using the Google conversion optimizer, which gives Google control of your keyword bids in order to make sure your conversions come in at a specified CPA. (Before this can be activated a campaign needs to have 30 conversions within a 30 day time span). I’m not a big fan of this approach, but if you do it just make sure you take out any of your own branded names out as keywords so Google can’t charge you for those conversions. More on this in a later post…
The only question that is not answered is the gap that comes from 1st click and last click recording. In Adwords, the conversion gets back-dated to the original date of the click (1st click), and not the date of the sale. Google Analytics, however, marks the conversion the day it happened (last click), and not the date of the original paid visit. This is often why reports from the two systems sometimes don’t add up.
I have some Googlers looking into this for me, and will update the post as I learn more.