Action=Behaviour right! And with every action there is a reaction. That is the behaviour. Trying to figure out the ‘why’ of this combo keeps statisticians’ busy using various mathematical equations.
If you have a full picture you can make deductions based on it. If you are shown half a picture then the mind has to imagine what is happening at the other side.
The same goes for Google analytics and statistics.
They input data from a site but if they only have one part of the picture, the analytics side you won’t see the full picture. So you must link analytics and adwords.
Yes the world is based on numbers and statistics. Numbers and statistics
won’t account for the outsider or outlier but in metrics that outlier has a place. By linking your Google analytics and adwords accounts you will see the reason behind the numbers and what that outlier does as well.