{"id":1348,"date":"2019-11-25T12:21:48","date_gmt":"2019-11-25T12:21:48","guid":{"rendered":"https:\/\/dguaenew.demoz.agency\/blog\/\/?p=1348"},"modified":"2024-12-06T17:41:22","modified_gmt":"2024-12-06T13:41:22","slug":"8-reasons-for-uneven-facebook-ads-google-analytics-data","status":"publish","type":"post","link":"https:\/\/www.digitalgravity.ae\/blog\/8-reasons-for-uneven-facebook-ads-google-analytics-data\/","title":{"rendered":"8 Reasons for Uneven Facebook Ads &#038; Google Analytics Data"},"content":{"rendered":"<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">It\u2019s an undeniable fact that your <\/span><strong><i>Google Analytics <\/i><\/strong><span style=\"font-weight: 400;\">and <\/span><strong><i>F<\/i><i>a<\/i><i>c<\/i><i>ebook<\/i><\/strong><i> <\/i><span style=\"font-weight: 400;\"><strong>data<\/strong> will always be unmatched however, both are crucial in tracking overall performance of the social campaigns, aimed at maximising success. But what\u2019s the reason behind the unmatched data? Read on to find out.<\/span><\/p>\n<p style=\"text-align: left;\"><img decoding=\"async\" class=\"aligncenter wp-image-1471 size-full\" src=\"https:\/\/digitalgravityprod.s3.ap-southeast-1.amazonaws.com\/uploads\/2019\/11\/cross-device-tracking.jpg\" alt=\"cross-device-tracking\" width=\"750\" height=\"500\" \/><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Key Takeaways<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #555555;color:#555555\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #555555;color:#555555\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"#\" data-href=\"https:\/\/www.digitalgravity.ae\/blog\/8-reasons-for-uneven-facebook-ads-google-analytics-data\/#1-cross-device-modifications\" >1. Cross Device Modifications<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"#\" data-href=\"https:\/\/www.digitalgravity.ae\/blog\/8-reasons-for-uneven-facebook-ads-google-analytics-data\/#2-clicks-impressions\" >2. Clicks &amp; Impressions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"#\" data-href=\"https:\/\/www.digitalgravity.ae\/blog\/8-reasons-for-uneven-facebook-ads-google-analytics-data\/#3-sessions-vs-clicks\" >3. Sessions vs. Clicks<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"#\" data-href=\"https:\/\/www.digitalgravity.ae\/blog\/8-reasons-for-uneven-facebook-ads-google-analytics-data\/#4-utm-protocols\" >4. UTM Protocols<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"#\" data-href=\"https:\/\/www.digitalgravity.ae\/blog\/8-reasons-for-uneven-facebook-ads-google-analytics-data\/#5-several-conversions\" >5. Several Conversions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"#\" data-href=\"https:\/\/www.digitalgravity.ae\/blog\/8-reasons-for-uneven-facebook-ads-google-analytics-data\/#6-attribution-window\" >6. Attribution Window<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"#\" data-href=\"https:\/\/www.digitalgravity.ae\/blog\/8-reasons-for-uneven-facebook-ads-google-analytics-data\/#7-date-of-conversion\" >7. Date of Conversion<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"#\" data-href=\"https:\/\/www.digitalgravity.ae\/blog\/8-reasons-for-uneven-facebook-ads-google-analytics-data\/#8-ad-blocking-software-extension\" >8. Ad Blocking Software Extension<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"#\" data-href=\"https:\/\/www.digitalgravity.ae\/blog\/8-reasons-for-uneven-facebook-ads-google-analytics-data\/#wrap-up\" >Wrap-Up<\/a><\/li><\/ul><\/nav><\/div>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"1-cross-device-modifications\"><\/span><strong>1. Cross Device Modifications<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">People nowadays use multiple devices to conduct online searches, carry out transactions or simply to have the best of user journey experience through multiple touchpoints so on. A simple example can be of a mobile search performed on the go where you actually clicked an ad but didn\u2019t convert.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Later on, you simply visited the product\u2019s official website through the desktop computer. <\/span><i><span style=\"font-weight: 400;\">Google Analytics <\/span><\/i><span style=\"font-weight: 400;\">is unable to factor the conversion back to the initial click through the mobile device thus returns a different result.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">On the contrary, <\/span><i><span style=\"font-weight: 400;\">Facebook <\/span><\/i><span style=\"font-weight: 400;\">can actually track conversions directly back to the users rather than cookies. It enables tracking the same user across multiple devices as long as they\u2019re signed-in to their Facebook account. In comparison, <\/span><i><span style=\"font-weight: 400;\">Google Analytics <\/span><\/i><span style=\"font-weight: 400;\">rely on cookies which means all the tracking takes place on the browser where cookie has been dropped.<\/span><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"2-clicks-impressions\"><\/span><strong>2. Clicks &amp; Impressions<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">If cookies have been disabled, tracking users through <\/span><i><span style=\"font-weight: 400;\">Google Analytics <\/span><\/i><span style=\"font-weight: 400;\">isn\u2019t possible and considered an actual <\/span><i><span style=\"font-weight: 400;\">\u2018conversion\u2019 <\/span><\/i><span style=\"font-weight: 400;\">even if the ad is clicked without any further transaction. With <\/span><i><span style=\"font-weight: 400;\">Facebook<\/span><\/i><span style=\"font-weight: 400;\"> however, a typical user can still be tracked and able to click any particular section of the ad.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">On clearing the cookies, all the user data will be saved in the <\/span><i><span style=\"font-weight: 400;\">Google Analytics <\/span><\/i><span style=\"font-weight: 400;\">but for <\/span><i><span style=\"font-weight: 400;\">Facebook<\/span><\/i><span style=\"font-weight: 400;\">, it can be cleared from the custom audiences. <\/span><i><span style=\"font-weight: 400;\">GA <\/span><\/i><span style=\"font-weight: 400;\">can also backdate the data unlike <\/span><i><span style=\"font-weight: 400;\">Facebook <\/span><\/i><span style=\"font-weight: 400;\">which gathers information from the very day audiences are being set up.<\/span><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"3-sessions-vs-clicks\"><\/span><strong>3. Sessions vs. Clicks<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Marketers have always been concerned about this particular factor:<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">\u201cWhy Facebook clicks don\u2019t match Google Analytics session report?\u201d<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">This is because if a typical user clicks on a <\/span><i><span style=\"font-weight: 400;\">Facebook <\/span><\/i><span style=\"font-weight: 400;\">post multiple times within 30-minutes, <\/span><i><span style=\"font-weight: 400;\">Google Analytics <\/span><\/i><span style=\"font-weight: 400;\">will track it as one session. Case with <\/span><i><span style=\"font-weight: 400;\">Facebook <\/span><\/i><span style=\"font-weight: 400;\">is different as it considers this more than a single click that is; <\/span><i><span style=\"font-weight: 400;\">\u2018one Google Analytics session and two Facebook clicks\u2019<\/span><\/i><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">When a user visits the website, clicks on the <\/span><i><span style=\"font-weight: 400;\">Facebook\u2019s <\/span><\/i><span style=\"font-weight: 400;\">post but, become inactive for the next 30-minutes before reengaging, this\u2019ll be considered as two separate sessions by <\/span><i><span style=\"font-weight: 400;\">Google.<\/span><\/i><span style=\"font-weight: 400;\"> Whereas <\/span><i><span style=\"font-weight: 400;\">Facebook <\/span><\/i><span style=\"font-weight: 400;\">only report against a single click where one click equals two sessions.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Just in case a user unintentionally clicks on the <\/span><i><span style=\"font-weight: 400;\">Facebook <\/span><\/i><span style=\"font-weight: 400;\">ad but moves away to another page quickly, it\u2019s possible <\/span><i><span style=\"font-weight: 400;\">Google Analytics <\/span><\/i><span style=\"font-weight: 400;\">might haven\u2019t recorded the click as the page haven\u2019t fully loaded.<\/span><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"4-utm-protocols\"><\/span><strong>4. UTM Protocols<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">Referrer URLS are used to acknowledge conversions back to the ads in <\/span><i><span style=\"font-weight: 400;\">Google Analytics<\/span><\/i><span style=\"font-weight: 400;\">. With <\/span><i><span style=\"font-weight: 400;\">Facebook<\/span><\/i><span style=\"font-weight: 400;\">, users browse via <\/span><i><span style=\"font-weight: 400;\">\u2018https\u2019 <\/span><\/i><span style=\"font-weight: 400;\">rather than <\/span><i><span style=\"font-weight: 400;\">\u2018http\u2019 <\/span><\/i><span style=\"font-weight: 400;\">which means that if a visitor clicks on the <\/span><i><span style=\"font-weight: 400;\">Facebook <\/span><\/i><span style=\"font-weight: 400;\">ad and leaves only to convert on an <\/span><i><span style=\"font-weight: 400;\">\u2018http\u2019<\/span><\/i><span style=\"font-weight: 400;\"> website, it\u2019ll be unrecorded since a secure environment has been abandoned. All of it would again lead to underreported conversions.<\/span><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"5-several-conversions\"><\/span><strong>5. Several Conversions<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">In <\/span><strong><a href=\"https:\/\/www.digitalgravity.ae\/services\/social-media-marketing-dubai\/\">social media marketing<\/a><\/strong><span style=\"font-weight: 400;\">, it\u2019s worth noting that <\/span><i><span style=\"font-weight: 400;\">Google Analytics <\/span><\/i><span style=\"font-weight: 400;\">allow only one-per-click attribution which means only a single conversion is being recorded irrespective to the actual number. If a user sees, clicks and converts against an ad multiple times, <\/span><i><span style=\"font-weight: 400;\">Facebook <\/span><\/i><span style=\"font-weight: 400;\">can actually attribute it to multiple conversions back against the last viewed or clicked ad.<\/span><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"6-attribution-window\"><\/span><strong>6. Attribution Window<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">24-hour and 28-day click-through window conversions are attributed by <\/span><i><span style=\"font-weight: 400;\">Facebook <\/span><\/i><span style=\"font-weight: 400;\">conversion measurement. Any assessment against other tracking data must be exact according to the same attribution window.\u00a0<\/span><\/p>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Google Analytics <\/span><\/i><span style=\"font-weight: 400;\">on the other hand, consider the last interaction model, attributing 100% conversion value to the last channel customer has interacted with just before the actual buying or conversion.<\/span><\/p>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">With <\/span><i><span style=\"font-weight: 400;\">Facebook<\/span><\/i><span style=\"font-weight: 400;\">, you can update the attribution window by clicking on the <\/span><i><span style=\"font-weight: 400;\">Customisation Columns<\/span><\/i><span style=\"font-weight: 400;\"> and select the window most suitable to your needs.<\/span><\/p>\n<p style=\"text-align: left;\"><img decoding=\"async\" class=\"aligncenter size-large wp-image-1474\" src=\"https:\/\/digitalgravityprod.s3.ap-southeast-1.amazonaws.com\/uploads\/2019\/11\/conversion-optimization-1024x934.jpg\" alt=\"conversion rate optimisation\" width=\"980\" height=\"894\" \/><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"7-date-of-conversion\"><\/span><strong>7. Date of Conversion<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: left;\"><i><span style=\"font-weight: 400;\">Facebook <\/span><\/i><span style=\"font-weight: 400;\">actually reports at the time a view or click of the conversion occurs. Intermediary tracking tools, on the contrary, usually report only at the time of conversion which can be confusing to those new to <\/span><a href=\"https:\/\/www.digitalgravity.ae\/services\/social-media-marketing-dubai\/\"><span style=\"font-weight: 400;\">social media marketing<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"8-ad-blocking-software-extension\"><\/span><strong>8. Ad Blocking Software Extension<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">In case a user has ad-block extension or software installed in the browser, the conversion pixels wouldn\u2019t be activate causing undercounting of the conversions which means the report data would show less number than the actual internal data.<\/span><\/p>\n<h2 style=\"text-align: left;\"><span class=\"ez-toc-section\" id=\"wrap-up\"><\/span><strong>Wrap-Up<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: left;\"><span style=\"font-weight: 400;\">The above are some of the core reasons we see difference in <\/span><i><span style=\"font-weight: 400;\">Facebook<\/span><\/i><span style=\"font-weight: 400;\"> insights and that of the <\/span><i><span style=\"font-weight: 400;\">Google Analytics <\/span><\/i><span style=\"font-weight: 400;\">data. It\u2019s important to understand all these variations to ensure accuracy of the data as well as to ensure tracking the right set of information. On noting the discrepancies, be sure tracing back to the original source and confirm from multiple endpoints.<\/span><\/p>\n<p style=\"text-align: left;\"><strong>Related Article:<\/strong> <strong><a href=\"https:\/\/www.digitalgravity.ae\/blog\/google-adwords-a-detailed-guide-for-beginners-pro\/\">Google Adwords Pro Guide<\/a><\/strong><\/p>\n","protected":false},"excerpt":{"rendered":"<p>It\u2019s an undeniable fact that your Google Analytics and Facebook data will always be unmatched however, both are crucial in tracking overall performance of the social campaigns, aimed at maximising success. But what\u2019s the reason behind the unmatched data? Read on to find out. 1. Cross Device Modifications People nowadays use multiple devices to conduct [&hellip;]<\/p>\n","protected":false},"author":26,"featured_media":2122,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[76],"tags":[117,116,115],"class_list":["post-1348","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-digital-marketing","tag-analytics-data","tag-facebook-data","tag-google-analytics-data"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>8 Reasons for Uneven Facebook Ads &amp; Google Analytics Data - Digital Gravity<\/title>\n<meta name=\"description\" content=\"Your Google Analytics and Facebook data will always be different. 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