How To Track Facebook Ads In Google Analytics

A lot of businesses are familiar with Google Analytics as a traffic-tracking tool for their websites, and while that is one of their greatest functions, Google Analytics has a ton of great uses, such as monitoring traffic flow and learning what people search for on your site. Another one of these functions is measuring conversions of your social media ad campaigns—including Facebook Ads. While Facebook’s Ads manager (and, of course, ) have a ton of great information about ad campaigns, Google Analytics can still give you more information about how people are converting, when, and why—and Google analytics often gives you the bigger picture.While we’ll take a close-up look at Facebook Ads specifically in this post, the knowledge and principle apply to all online ads, including ads run through Twitter, Instagram, Pinterest, and more. Why You Should Track Facebook Ads in Google AnalyticsGoogle Analytics is one of the best tools you can have on your site, regardless of business size, industry, or the amount of technical experience you have. I think this is true for tracking the success of your Facebook Ads (or all social media ads) campaigns, too. You can see the effect that specific campaigns had on the traffic of your site, and conversions on it; Google Analytics has a whole section devoted to it.  Being able to reliably track conversions is a big reason—and being able to choose what touch points you want to assign the most weight is also important. Being able to see not only that a Facebook Ad converted, but the entire path that is taking users to those conversions, can help increase your ROI and overall conversions of all types. Being able to track the path of the conversion can lead to a lot more in the future, and give you a good understanding of what your customers are looking for. That’s huge. You can also see what certain audiences are finding relevant on your site, even outside of conversions. If you run a certain campaign and you track users throughout your site, it can help you identify niches or sub-niches within your group that you can target more accurately with re-marketing or new campaigns in the future with specific, highly targeted messages.   Being able to see what else your audience is interested in—before and after conversions—can help you promote relevant items, make sure the conversion path is optimised, and see what your biggest hits of content are.  An example of traffic flow throughout a site on Google Analytics. Finally, you can get new insight into your audience; while you can get Audience Insights about the audience you have on Facebook, Google Analytics may surprise you when you see who is actually converting outside of your Facebook fan base—it may be different than what you expected. You can see the demographics of users visiting your site. While ads managers of all types and across all platforms are highly effective, Google Analytics allows you to track the path of conversions more accurately, as well as allowing you to get a much closer look at what’s doing well on your site, and who is visiting it from the ads you’re running. All of this matters a great deal. Why The Ads Manager and Google Analytics  Measurements Come Up Different Marketers and businesses have been noticing for a while that when calculating conversions from Facebook Ads (or any other ad platforms), the measurements given by the respective ad manager and analytics sites on each platform don’t quite match up with the numbers Google Analytics will show. Instead of saying “the Facebook Ads manager know best” (which I’ve heard a lot of people say), it’s best to ask why are they different and—most importantly—which is most accurate? The simple answer is that they track conversions differently, and give “credit” for conversions differently. Facebook’s default conversion reporting—both for click through conversions and view through conversions—is different than both Google Analytic’s default options, and most of their customisable options (yep, we’ll get to that in a minute). There are two types of conversions to look at—click through conversions, where a user clicks on your ad and converts; and view through conversions, where a user is shown your ad, they don’t click, but still visit your site later and convert. Facebook’s analysis accounts for click through conversions that happen on an ad within a 28 day time frame, and view through conversions that happen within 1 day (though in reality, many view through conversions will happen days later at the earliest). Facebook also gives credit of the conversion to the first touchpoint users come across—in this case, the ad—even though they could potentially interact with a variety of different pages in the buying process before they convert. They could, for example, browse a few different products or your About Us before actually purchasing. Google Analytics’ default is different, utilising a “last click” basis for assigning credit, where the last touch point the user interacted with will get the credit. This is automatically going to have the numbers coming up different. They also offer a customisable system that allows you to help decide how you want to distribute credit for the conversion, allowing you to weigh in different touch points the user interacted with before the conversion, and assigning them different weights (shouldn’t the last page the user interacts with get some credit, after all?). A 2-Step Guide to Tracking Facebook Ads in Google AnalyticsBy default when you start running Facebook ads that are pointed towards your website, the traffic will be tracked in Google Analytics under the referrer or (Facebook mobile): Facebook Referrals in Google Analytics However, this traffic is not strictly from the Facebook ads you are running. This also includes visits from people who are clicking through on non-paid posts on your Facebook page. Because you need to know how your ads are performing by themselves, you’ll need to manually separate the traffic between Facebook ads and your regular (non-paid) Facebook postings. Here are the two simple steps you need to take to manually separate the traffic: Step 1: Manually Create a Trackable LinkCreate a trackable link using Google's free URL Builder.  In Google’s builder you’ll need to fill in the same information: website url (the address of the page you are sending ad traffic to), source (Facebook), medium (ads) and campaign name (something unique). Inside Google’s URL Builder add your site address, source and medium. Once you fill in the info and hit submit Google will return a long address like this for you: Your New URL Created wtih Google’s URL Builder Once you have your long URL you’ll need to copy and paste it into your Facebook ads manager. Step 2: Check Google AnalyticsOnce your Facebook ad is setup using the Google Analytics parameters of source, medium and campaign name – you’re pretty much done! Now all you have to do is sit back and wait to see the data start populating in Google Analytics. You can view the data by Source/Medium (“Facebook / Ads”) or by Campaign Name. For example, I recently ran a Facebook ad with the Campaign Name “StrawberryIceCream” and here’s how it shows up in Google Analytics: Tracking a Specific Facebook Ad Campaign in Google Analytics Looking up a Facebook ad’s performance in Google Analytics by campaign name allows me to see how that exact ad is performing on my website. And there you have it – the two simple steps you need to take to track Facebook ads in Google Analytics! Additional Conversion Tracking FeaturesGoogle Analytics has their own conversion tracking tools, which are extremely easy to set up. You can track everything from goals to ecommerce sales to evaluate what’s happening on your site, and you can use it to evaluate your direct and indirect ROI from Facebook Ads. Goal TrackingThe tool I use most frequently for my own business is goal tracking; my goal is to get users to travel through my site, get to my contact page, and contact me to inquire about hiring me. We’ll use this an example to set up a goal. I’ve entered my site’s contact page as the destination goal. I’ve added an estimated monetary value of a conversion; this is not a requirement. I also created a funnel, which tracks the estimated path a user takes before converting. I’ve set tracking so that none of these steps are actually required to count the conversion.  When you set up your goal, you can “Verify” it. This will tell you what your conversion rate would be from the last 7 days, as seen in the example above. AttributionGoogle Analytics lets you customize your attribution models. In order to access attribution, you either need to set up Goals or Ecommerce tracking. When creating a custom attribution model, you’ll first choose what type of baseline model you want to use. Your options include: Linear, which gives all touchpoints equal attributionFirst interaction, which gives the most attribution for the conversion to the first touchpoint but keeps attribution for all other sites equalLast interaction, which gives the most attribution for the conversion to the last touchpoint but keeps attribution for all other sites equalTime decay, which offers the highest attribution to the last touchpoints, and offers decaying attribution to each touchpointPosition based, which gives the most attribution to the first and last touchpoints   You can also customise: Lookback windows, which lets you choose how far back you want to give attribution. If a user revisits your site a week after seeing a Facebook Ad and converts, for example, that would be counted if you had a month-long lookback window. If they visited your site a year later, it would notWhether you want to adjust attribution based on user engagementWhether you want to adjust attribution based on rules of your choice You can also compare data in different models of attribution against each other to get a full view of how your touchpoints are driving sales from Facebook Ads, and the path users are taking to convert.  Final ThoughtsNo matter how good Facebook Ad’s analytics are, nothing quite beats Google Analytics when it comes to completely tracking and understanding conversions, all the way through from initial exposure and the path the user took before converting. The more you’re able to understand why conversions are happening, the more you’ll be able to optimize them, as well as seeing how each campaign fits into the bigger picture. Do you use Google analytics to track your Ads—Facebook or otherwise? Have you noticed a difference in conversion metrics or click through conversions? Leave us a comment and let us know! 

8 Google Analytics Reports Every company Should Read​

Google Analytics presents a dilemma for CEOs: The tool’s metrics are invaluable for growing a business, yet the sheer amount of data can make finding valuable insights difficult. Beyond basic traffic numbers, it’s sometimes hard to figure out what you should be paying attention to and what you should be ignoring. In particular, it’s challenging to judge which Google Analytics reports provide real strategic intelligence about the effectiveness of your digital offerings. Moreover, if Google Analytics reports are not properly segmented, they can be very misleading, doing more harm than good. Given this plethora of choices and potential for going astray, it’s tempting to opt out completely and simply use the tool to examine the most basic data. Don’t fall into that trap. There are essential reports in Google Analytics that are easy to access, and which deliver accurate, truly valuable information about your customers, organization, and websites. This group of eight reports is by no means comprehensive—each organization has specific strategies and goals that need additional measurement—but they do provide a good foundation for CEOs who want to understand how their businesses are performing. Below are the key Google Analytics reports for CEOs, in no particular order. You can turn each into a regularly emailed report by selecting the “Email” button on the horizontal navigation bar of any dashboard.  1. Behavioral ReportingWhat It Is: This report delivers insights about the ratio of new vs. returning visitors arriving at a Web domain. In tandem with Frequency and Recency data, the information is extremely helpful in understanding which consumers are coming back to your site to take action. Why It Matters: Often we default to looking at new traffic when examining Web metrics. That information is important for gauging the growth of a website, but it is often the returning visitors who truly drive conversion. Where to Find It: Audience -> Behaviour  2. MobileWhat It Is: The mobile report covers exactly what you think it would. Not surprisingly, it shows you mobile (phone and tablet) traffic data, as well as data by type of device. In addition, it provides insights for desktop traffic, allowing you to easily compare how consumers are engaging with your offerings across various platforms. Why It Matters: Understanding who is arriving at your sites from mobile devices is more important than ever. Google has openly declared that 43% of all searches take place on mobile devices, which means that mobile accessibility is critical. This report can help you understand how effectively your company is engaging with this quickly growing audience. Where to Find It: Audience -> Mobile  3. Acquisition – All TrafficWhat It Is: This report shows which channels are delivering visitors to your domain. It’s more accurate than the frequently used “Channels” report, since it represents cumulative traffic over time. Goal data can be included in the report to show growth in conversion with direct correlation to traffic data. Why It Matters: The Acquisition report makes it easy to determine if traffic from various channels is increasing or decreasing over time. It’s a smart idea to evaluate this report year-over-year or month-over-month to get a big-picture view of where your audience is coming from. Where to Find It: Acquisition -> All Traffic  4. Organic KeywordsWhat It Is: Google’s shift to secure search over the past few years has made specific keyword data in Analytics fairly useless. The vast majority (nearly 85%) of keyword traffic now falls into the “not provided” bucket, which means you can’t see much detail on exactly which keywords are delivering organic search traffic. However, this report still allows you to see keyword traffic in aggregate, providing at least an overview of performance. Why It Matters: The flow of organic traffic to a domain is still an extremely critical component of success on the Web. This report shows organic traffic trends over time and can be overlaid with conversion data. Where to Find It: Acquisition -> Keywords -> Organic  5. Behavior FlowWhat It Is: This visual data shows the progression of visitors as they navigate through your site, providing insights as to which pages are converting visitors effectively and which are acting as obstacles to conversion. Why It Matters: The Behavior Flow report removes the guesswork around your website’s engagement patterns—allowing you to clearly see what’s helping (or hurting) conversion. Where to Find It: Behavior -> Behavior Flow  6. Site Content – Landing PagesWhat It Is: This data shows how visitors are entering your site across multiple channels. It’s similar to the entrance pages report, but is more specific. Advanced segmentation makes it possible to break down the report by channel, and even device. Why It Matters: The Landing Pages report is important for understanding what a user typically experiences first when visiting your domain—it gives you a clear sense of where consumers are starting their interactions, and can help prioritize which pages to optimize. Where to Find It: Behavior -> Site Content -> Landing Pages  7. Goals – Funnel VisualizationWhat It Is: This essential report provides a clear visual showing your conversion funnel—where leads are coming from, whether they’re taking action, and where they go if they don’t covert. Why It Matters: The Funnel Visualization report is hugely important for CEOs because it directly demonstrates how well (or not well) your website is driving new business. Visualizing the conversion funnel confirms or denies the effectiveness of your offerings, providing insight into what’s working and what’s not. Where to Find It: Conversions -> Goals -> Funnel Visualisation  8. Multi-Channel Funnels – Top Conversion PathsWhat It Is: This advanced report shows the most common channels and paths users experience before completing a conversion. Why It Matters: The Top Conversion paths report is important for identifying how converting visitors are behaving. In most cases, it’s possible to learn about the relationships between various channels and how each contributes to a conversion, helping to prioritize which areas to focus on. Where to Find It: Conversions -> Multi-Channel Funnels -> Top Conversion Paths  Ultimately, these reports combined can give you a proper sense of how your site is converting visits, which is the usually the key data for a CEO. After all, it’s these conversions that drive revenue. Moreover, these reports can be compared over time to prove whether or not your marketing efforts are effective. As for how often you should get the reports, don’t feel obligated to check them constantly. While it’s important to analyze Google Analytics reports on a regular basis, it’s not necessary to look at them every day. Just set a schedule to examine the data on a consistent basis, as too frequent (or infrequent) intervals can lead you to miss important conversion and traffic trends.

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Facebook Auto Responder

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