Question

Facebook Analytics and Google Analytics difference

By publishers2 ·
Is Facebook analytics working is different form Google Analytics working?
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This might help explain

by tcavadias Staff In reply to Facebook Analytics and Go ...

I saw this on the web (so can not take credit for it, but it is the best answer I have seen)

Google Analytics is a freeware analytics tool that generates detailed statistics about activity on a website. On its website, Google explains that the system “helps you analyze visitor traffic and also the audience and their needs, wherever they are along the path to purchase.”

Google Analytics is a software that is connected to your website through a piece of tracking code. This is a small piece of Javascript code that is made within your analytics account. Google Analytics uses first party cookies on each visitor’s computer that store anonymous information. This is what aggregates visitor data into your account.

Facebook Analytics lets you understand and optimize your complete customer journey across mobile, web, bots, offline and more.

Understand your customers, and potential customers, at a deeper level with rich demographics and audience insights that only Facebook can provide.Facebook Analytics unifies data across channels, including Facebook Pages and bots on Messenger, so you can get the complete picture.

While Google Analytics is an efficient and, even better, free and easy tool for keeping track of all of your online activities, it is very important to understand what it actually tracks and what it doesn't.

There are three main reasons Google Analytics shows much lower conversion numbers compared to Facebook. We’ll deep dive into those in more detail below.

It gives full credit to last paid click regardless of channel.
It’s not able to track Facebook’s view-through conversions.
It’s not able to track cross-device conversions.

Facebook attributes a conversion to the last click the user has made on a Facebook ad (click-through or post click conversion), or, if no clicks happened, the last ad they've seen before converting (view-through or post view conversion). Google Analytics, on the other hand, gives credit to the last paid click by default, regardless of the channel, if any have happened.

Continued in next comment...

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Continued...

by tcavadias Staff In reply to Facebook Analytics and Go ...

For example, a user clicks on a Facebook ad for an interesting product but decides not to buy it. The next day he changes his mind, googles the product and clicks on a search ad; ending up on the same website to make the purchase. Facebook takes full credit for the sale, so does Google Adwords. For Google Analytics only the last click matters, so Facebook gets nothing.

While Google Analytics can track impressions of Google ads, there's no way to track Facebook impressions in Google Analytics. Facebook's default attribution window is 28 days post click and 1 day post view, but both can be selected for either 0, 1, 7 or 28 days. This means that anyone who saw an ad but did not click on it during the timeframe will count as a conversion on Facebook but not on Google Analytics. To get the numbers closer to each other, you can choose to look at only post click conversions in Facebook reporting.

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