Importing Google Analytics Goals/Transaction As Conversions Into AdWords.
e.g. If someone clicks on an Adwords ad, then clicks on an organic result and then makes a purchase from your web site, Google Analytics will count this as an organic conversion, but AdWords will show it as an AdWords conversion (provided the conversion happened within 30 days of the last AdWords click).
That is straightforward enough – and covered in the AdWords exams.
The following blog post tries to answer the question, but doesn’t so so in a clear manner (in my opinion):-
For those of you wondering if imported goals/transactions will give the same results in your AdWords reports as if you had used the standard AdWords conversion tracking, the answer is…
If you import your conversions from Google Analytics, then your conversion data in AdWords will almost always look worse than if you had used the standard conversion tracking. How much worse can vary a great deal, but on one account that I work on, the difference is more than 20% !