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Facebook VS Google Analytics conversions

So you are running multiple channel campaigns and your statistics with Google Analytics do not match. Does Google analytics say your Facebook campaigns are not as profitable as you think they are, when looking at your referrer Facebook? Are your Facebook reports telling you something different? Following, the ultimate answer to Facebook Vs Google analytics conversions report.

Facebook Vs Google Analytics conversions

It has happened to me and my fellow co-workers many times. Checking and comparing data from both platforms and find that the conversions do not match at all. This can lead to wrong decisions and that is why we digged into the data from both platforms. Following, some of the main reasons of why your Facebook stats do not match your Analytics.

Google Analytics referrer

Google Analytics referrer

Facebook Vs Google Analytics attribution model

In order to start digging, first of all we need to make sure we understand what a conversion is and how they are triggered from both platforms. First of all, both use a last click attribution model but both take into consideration as last click their own platforms, if possible. Let me explain.

Facebook assigns a conversion to Facebook the moment someone clicks or views an ad on Facebook and convert in a length of 28 days. That means that Facebook does not take into consideration the rest of the channels that have participated on the conversion, as long as Facebook can prove a conversion has occurred because of their platform and in a 28-days length, Facebook will assign that sale or conversion.

Google Analytics, takes as well a last (not direct) attribution model, so the moment there are other channels than Facebook participating in the conversion, Analytics will assign that conversion to the last channel.

Let’s take the following example:

User clicks on SEO — User clicks on Facebook Ads — User clicks on PPC Ad — Conversion

So, Facebook will see that a user has clicked on their site and have converted afterwards. Facebook is not able to track the PPC click and that is why will assign this conversion to itself.

On the other hand, Analytics is capable of tracking a larger conversion path and that is why Analytics will assign that conversion to the PPC campaign. In the end if you check your Analytics data you will see that the conversion has happened though Adwords not through Facebook. This doesn’t mean that there is something wrong or that there is one platform better than other. It’s just the way they work when attributing themselves conversions.

In the end of the day, you will have the following issue:

Table conversions

Table conversions

Each platform is assigning the same conversion to themselves, so if you do not take this into consideration, you will end up believing you got two conversions instead of one.

Facebook cross-device conversions

Another difference that Facebook has over Google is that it’s able to track cross-device conversions.

cross device conversions

Cross -device conversions

Because of the Facebook algorithm, Facebook is capable of do the matching between mobiles and desktops in a previous stage than Google. As you might know, cross-device conversions on Facebook are right now at 70%. Mobile conversions with other analytics tools tend to be underreported since they are not able to do the matching. As an example:

Mobile Facebook Ad — exit landing page — User clicks on PPC Ad with Desktop — Conversion

Facebook is capable of knowing your mobile and your desktop since you have log in with both devices. That and the Conversion Pixel will tie together so Facebook can do the matching. On the other hand, Analytics cross-device conversions work different.

Google Analytics can only do the matching if a user has logged in from both devices in you website. This is not always the case so you will be losing some information about cross-device attribution model. Moreover, do not forget that Analytics takes into consideration a last non direct traffic source or channel, so if there are other platforms or sources rather than Facebook as last click, Analytics will assign the conversion to them.

If the data is messed up, how are we supposed to take decisions?

So, as you see, the attribution model from both platforms try to help or benefit themselves. If you are taking into account one or the other, there is always going to be a high level of subjectivity. One thing is clear, you cannot take both into consideration since that will make you confuse, specially if you start counting conversions from both sides.

Adinton, the ultimate analytics tool

What we need is a neutral analytics tool that enables us to have a complete view of all our stats. With the Adinton software you will have access to all your online marketing efforts in a single platform. Facebook Ads, PPC, Affiliation, SEO… with Adinton you will know the real attribution and the influence each channel has among each other.

Since Adinton uses its own software to gather data from your channels, the information you get is in real-time. Moreover, Adinton uses a last-interaction attribution model taking into consideration all the participant channels. Adinton tracks all the customer journey and attributes different weight to all the participant channels depending on the Adinton Score.

Let’s imagine the user path is the following:

User clicks Facebook Ad —> Leave the site —> User clicks on PPC Ad —> Conversion

So, in the previous case this same path would have had two different outcomes. For Facebook, the conversion will be assigned to Facebook and for Adwords or Analytics, the attribution will go to Adwords. As you can imagine, both do not take into consideration the whole customer journey. And if we happen to sum up both conversions because they come from different traffic sources, we will get 2 conversion but in the end, it’s only one. Adinton know that, since it’s an analytical tool created by marketers for marketers. We know the importance of accurate data and how much can affect us to take decisions with the wrong one.

Attribution by adinton

Attribution by adinton

Adinton will give you up to 3 kinds of reports where the information is displayed in different ways so you can have a complete view of your stats. One of these reports will show you the weight of each channel and how they have participated in the conversion process. So, even though they have not turned out on a conversions, they might have helped other channels to convert. So for example, since Adinton gathers all the customer journey, it will show you that a Facebook ad click has helped you convert through an Adwords ad. Adinton shows you the real influence a channel has over the other so you can take more rational decisions.

Added value, Adinton cross-device conversions

Adinton is also capable of tracking cross-domain conversions. Because of the algorithm, Adinton reports the devices that have visited your website and whether they have helped in the conversion process or not. Moreover, since Adinton gives you the fill customer journey, your stats will be more complete so you can take better decisions.

Gain competitive advantage with Adinton and start measuring the whole customer journey. Send us a message and we will be very pleased to help you!


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