One of the most frequently asked questions that I receive from clients, especially performance-oriented ones, is around providing a reason why Facebook shows amazing results in terms of conversions and ROI but their third-party tracking provider shows only a fraction of those numbers.
Most of the time, these clients are using Google Analytics, which is a free tool able to measure the impact of different online channels. Clients should, however, be aware of the tracking differences between Facebook and Google Analytics.
There are four main reasons why Facebook numbers look stronger compared to Google Analytics:
- Google Analytics uses a strict “last-click” attribution model.
- Google Analytics is not able to track Facebook post-impression conversions.
- Google Analytics does not support cross-device tracking.
- Google Analytics does not track In-App conversions.
As stated above, Google Analytics attributes a conversion only to the last-click interaction, independent of how many times a user was exposed to the same ad in different channels. On the other hand, Facebook will attribute a conversion to the last Facebook ad a user has clicked or seen.
For example, let’s say I see on my Facebook Timeline a really interesting product and I click on it. I will be redirected to the product page where I will receive more information but I may decide not to buy it immediately and put this product in the cart or wish list for later. The following day I search for the product name on Google and click on a PPC ad and land on the same page as the day before and complete my purchase. The difference is that Facebook will attribute the conversion to its ad, as it has no insight into the Google click. Google Analytics, on the other hand, will attribute the conversion only to Google Adwords.
- Google Analytics can’t track Facebook post-impression conversions, only Google ads post-impressions.
Let’s consider the same example above. If I’m not going to click on a Facebook ad appearing on my Timeline but the next day I’m going to buy a product directly on the website, Facebook will attribute a post-impression conversion to the ad while Google Analytics will attribute this conversion to the last-click channel used by me.
- While Google Analytics uses cookies for measurement and tracking, Facebook is able to see cross-device actions based on the user login used to sign on to Facebook.
- If a user is logged on to Facebook through the app and not through the mobile site, Google Analytics is not able to drop cookies, hence the conversion will be recorded just by Facebook.
The next question is “Which number should I present to my client?”
Unfortunately, there is not a correct and wrong number. Facebook presents the best-case scenario in terms of results but is still not able to track the full ROI of a campaign. To expand, conversions from users that viewed or clicked on a Facebook ad but complete the buying process later or on a different device, while not logged in to Facebook, can’t be tracked. Google Analytics, on the other hand, favors last-click attribution often centered on retargeting or search channels.
There are some options both in Facebook and Google Analytics that can reduce the discrepancies in the conversion numbers and show the true value of a social campaign:
- Choose to look only at Facebook post-click conversions.
Facebook’s attribution window defaults to 28-day post-click and one-day post-view but users can customise it to be one, seven or 28 days post-click and post-impression.
- Choose to consider only Facebook same-device conversions.
Facebook cross-device reports allow you to see a breakdown on where your conversions are happening.
- Google offers several attribution models found here that can be used across all online channels.
- Another useful option in Google Analytics is the Assisted Conversions report that shows results for interactions that are on the conversion path that are not last-touch. More information can be found here.
- Consider using more robust tracking tools like DoubleClick by Google or Atlas by Facebook. The advantage of these tools is that they are able to track impressions and conversions across all channels. The drawback is that each ad needs to be tagged in each channel and it can be time-consuming.
- Run a Facebook lift test with the help of your Facebook representative. A lift test is a study where ads are shown to half of a controlled audience and not to the other half. At the end of the study, results are compared in order to find the real value of Facebook advertising.
I had the opportunity to assist a lift test study for an e-commerce retailer and the study showed a 2.19x increase in conversions and revenue for the audience exposed to Facebook ads for one of the most challenging categories, home furniture, compared to the audience that wasn’t exposed to Facebook ads.
When compared with Google Analytics, it recorded only around 15 percent of Facebook conversions, but when checking the Assisted Conversions report on Google Analytics, I found that the Facebook social channel actually assisted in the same amount of revenue that was actually attributed to it.
Coincidences? I don’t think so.
Do you face similar challenges with third-party tracking systems? Did this post help you? Do you have a Facebook topic that is particularly challenging when speaking with clients?