Reconciling Facebook Advertising Sales with Google Analytics: A Comprehensive Guide

When you're analyzing Facebook Ads data and Google Analytics (GA) data and find a significant discrepancy, it can be confusing. This article aims to clarify the reasons behind the difference and provide a step-by-step approach to reconcile these discrepancies effectively.

Introduction

It's common for Facebook Ads and Google Analytics to report different conversion sales figures. This guide will help you understand these discrepancies and provide a clear and concise explanation to your stakeholders.

Why the Discrepancies Occur

The main reasons for the discrepancy are conversion timing and cross-device conversions. This article will explain both in detail.

Conversion Timing

Conversion timing refers to the time at which a platform reports a conversion. Specifically, Facebook reports conversions within a 28-day window after a click, while Google Analytics (GA) reports last-click conversions as the default setting.

Step-by-Step Explanation

Google Analytics GA reports conversions based on the last click, meaning the customer must click all the way through the journey and make a purchase immediately. Facebook, on the other hand, reports customers who start the journey and may leave to do other activities (like getting snacks or going on a vacation) before completing the purchase later.

This is why Facebook numbers typically show a higher conversion rate than GA. People who leave to complete their purchase later are counted in Facebook's conversion stats but not in GA's.

Cross-Device Conversions

Cross-device conversions occur when customers initiate their purchase journey on one device and complete it on another. Facebook's pixel can track this, whereas Google Analytics, for now, cannot.

How to Report the Discrepancies

When reporting the discrepancies, it's essential to understand the underlying causes and provide a consistent narrative. Here are the steps to follow:

Clarify the Data: Ask and answer three key questions. What percentage of your conversions occur on the first day within the 28-day window? What is your ratio of Facebook conversions to GA? Is this ratio consistent over time? Google Analytics Top Conversion Paths Report: Use this report to analyze conversion paths that include Facebook but not as the last step. This will help determine the real impact of Facebook on your overall sales. Create a Halo Effect Report: Create a scatter-plot of monthly direct and organic conversions compared to your monthly Facebook spend. This will show the incremental impact of Facebook on your overall conversions.

Conclusion

No single model can perfectly solve the problem of reconciling Facebook and Google Analytics data. You need to use both and analyze them through a qualitative lens to provide the best interpretation.

Once you've determined which platform influences your sales process the most, you can focus on scaling it effectively.

Key Takeaways

Conversion timing and cross-device conversions are the primary reasons for discrepancies. Clear reporting requires understanding the underlying causes and using specific reports to analyze the impact. A qualitative approach is necessary to provide a comprehensive view of the conversion process.

Final Thoughts

Understanding and reconciling these discrepancies is crucial for making data-driven decisions. This guide provides the tools and steps necessary to navigate the complexities and ensure accurate reporting.