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Facebook and Google Analytics Not Matching

Facebook Analytics and Google Analytics Discrepancies

If you have built a facebook ad campaign and used their reporting tools, you will know that what you see in GA is often very different to the conversions in Facebook analytics in ad manager.

Here’s an example. You have set up the Facebook pixel correctly on your website. You have set up Facebook goals in the same way as in google analytics, say to track people who visit the checkout of your website.

Yet, Facebook often records different results to GA.

Much of the problem lies in how you have set up tracking. You will need a UTM code on your FB ads to help Google track campaign activity. But even when all those boxes are ticked, you still get discrepencies. Why?

A simple reason is the ‘attribution model’. In Google analytics campaigns are normally set up to a ‘last click attribution model’. So, GA attributes your conversions to the last source before a recorded conversion. GA will attribute the conversion to direct, social, social paid ad, Bing, Adwords, organic or referal, if that is the last route before a visitor converted. Fact is though that many conversions occur after several steps accross different channels.

You can clarify this by going to GA and on the left side menu, select CONVERSIONS. Then go to Model Comparisom Tool in the drop town. At the top you can change it from Last to First or any other path type in the menu. Also, if you go to CONVERSIONS > Multi-Attribution Funnels, you can see all the paths and conversions recorded in GA.

In Facebook ad editor, you can also customise columns to show different attribution models. Select columns at campaign level, customise columns, and there is an option on the lower right of the pop-up. Edit these to show 1 day, 7 day or 28 days. You can have more than one to compare. Also, there is a choice of clicks or views, so you can see if people viewed your ad, and later went to your site and converted (in theory).

 

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