This web analytics expert asks how accurate Google AdWords is and how the company handles possible errors.

According to Google's income statement to investors (on the Google website), Google earned over $6 billion from advertising during 2005 ($6,065,003,000 to be precise), and has earned over $4.6 billion in the first two quarters of this year. My estimate is that over 95 percent of this comes from AdWords; other sources claim 98 percent. This means Google's AdWords counting technology was responsible for at least $5.7 billion last year.

Given that such a vast amount of our money goes to Google on the say-so of a single web analytics system, it's extremely important to know how accurate that technology is.

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