Answered => “What the Best Ways to Deal with Google AdWords and Analytics E-Commerce Data Discrepancies?” on Quora.

https://www.quora.com/Google-Analytics/What-the-Best-Ways-to-Deal-with-Google-AdWords-and-Analytics-E-Commerce-Data-Discrepancies

=> My answer…

I’m a faithful follower of Web Analytics founding-father Avinash Kaushik. (His blog: Occam’s Razor by Avinash Kaushik – Digital Marketing and Analytics Blog.)

What I believe I’ve gleaned from him is that you shouldn’t be over-focused on the details. What you’re looking for are trends and guidance. If both are close and telling you more or less the same thing, then accept that and keep moving on.

Mind you, if the discrepancies are extreme and unnatural, then yes, that’s a problem and it should be resolved. On the other hand, each tool has its unique characteristics. There are also sometimes quirky ghosts in the internet machine. If it feels like it matters, chase it down. But be mindful of the ROI of expending time on fringe efforts.