Four reasons why Facebook Conversions may not show in Google Analytics

Posted on May 20, 2020

 

As you may expect, platforms from different companies can report different results on the same or similar metrics. This has already been demonstrated in an earlier article we wrote about the differences between Google Analytics and Google Search Console.

When looking at your website’s conversions in Google Analytics, you may notice that it is not showing some or all of your Facebook conversions. Below are some of the reasons why this may be.

1. Referral data sometimes removed from mobile apps

It is sometimes the case that mobile apps remove the referral data of your traffic when the link has been clicked using a mobile device. This is something that has been commonly recognised and accepted. Once the referral data has been stripped of the UTM tracking details, that traffic will then usually be reported as direct traffic within Analytics.

2. Google Analytics uses sampled data

This means that it does not record every visit to your site within its reports, but only a sample of this data. The main reason it does this is to allow it to deliver the results of your reports in less time, but as a result, what you do get is not the full picture. This can lead to some reports showing Facebook traffic being represented differently in comparison to Facebook’s Ads Manager.

3. Analytics relies on user enabling cookies, Java and images

Google Analytics requires users to insert JavaScript code onto their websites in order for it to be able to track data. It also needs to have both images and cookies enabled. As some users become more aware of what data is being traced and are becoming more conscious about data privacy, some are using browser extensions to prevent tracking. This will stop Analytics picking up their session, meaning the tool cannot include it in its reports.

On the other hand, Facebook does not require these to be enabled in order to track ad clicks, so it is more likely to report a higher number of clicks in comparison.

4. Cross-device conversions

Cross-device conversions, such as mobile-to-desktop and desktop-to-tablet, are reported on better within Facebook than Analytics. This is because Analytics installs a single-location cookie that tracks a user’s activity on a single device, whereas Facebook tracks all activity using the Facebook user’s profile or through an onsite Facebook pixel.

If you want to get more business from your website and social media pages, get in touch with Engage Web, as this is definitely something we can help you with.

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