Why Facebook Ads Data Doesn't Align with Google Analytics
Marketers often face a common issue: data reported by Facebook Ads and Google Analytics (GA) rarely match up. The discrepancies can range from 50% to even 90%, leading to confusion. This blog will explore the reasons behind these differences and offer actionable strategies to decrease them, ensuring your campaigns are tracked as accurately as possible.
1. Different Tracking Methodologies
Facebook and Google Analytics use distinct tracking mechanisms. Facebook relies on a "people based" tracking system, allowing it to follow users across devices, while GA uses traditional cookie based tracking limited to the same browser session. For instance, if a user switches from mobile to desktop, GA loses track, but Facebook maintains continuity. This fundamental difference often results in inconsistent data.
2. Facebook Clicks vs. GA Sessions
Clicks on Facebook are not equivalent to sessions in GA. Facebook counts a click as soon as a user clicks a link, while GA tracks a session only when a page fully loads. Additionally, GA considers a session to last 30 minutes. If a user clicks an ad twice within this window, GA still logs it as one session, whereas Facebook counts two clicks.
3. Attribution Differences
The attribution models of Facebook and Google Analytics differ significantly. Facebook tracks both click through and view through conversions, whereas GA focuses solely on click through conversions. Additionally, Facebook uses a 28 day window for clicks and a 1 day window for views. GA's standard window is 6 months. This variance in attribution windows and conversion tracking contributes to data mismatches.
4. Impact of Ad Blockers & Cookie Blockers
Ad blockers and cookie blockers also contribute to discrepancies. Users with ad blockers may prevent the Facebook Pixel from collecting data, while GA is hindered by cookie blockers. This can result in incomplete or skewed data across both platforms.
5. Other Factors Influencing Data Differences
Facebook bot traffic and URL redirects can further skew results. Sometimes, Facebook strips UTM parameters during redirects, which can disrupt accurate campaign tracking. Using shortened URLs like Bitly for UTM parameters and excluding bot traffic can help mitigate this issue.
Tips for Improving Data Consistency
- Separate view through and click through conversions in Facebook Ads Manager by customizing columns.
- Utilize multi channel funnel reports in GA to get a holistic view of conversion paths.
- Align your conversion attribution windows across both tools for better consistency.
- Regularly review campaign performance after both tools' attribution windows have expired.
- Use short URLs with UTM parameters to reduce the risk of data loss in redirects.
While it's impossible to fully align data between Facebook Ads and Google Analytics, understanding their differences can help you increase your tracking. By implementing the strategies outlined above, you can reduce discrepancies, making your performance metrics more reliable and actionable.