When assisting clients with their Google Adwords campaigns one of the issues that pops up again and again is how to interpret the conversion data.
If you have Google Adwords linked with your Google Analytics account (and you should), you may have noticed a discrepancy between the number of conversions recorded through Adwords versus Google Analytics.
For a recent client of ours you can see below that 20 conversions were recorded on Adwords from three separate campaigns.