January 8, 2016

Why Does My Facebook Data Not Match Google Analytics?

BEING in business is about knowing what your numbers are and what the right numbers to grow are. Savvy business owners running an online marketing campaign are rightly concerned with the number of clicks they are getting, the number of visits to their website and the number of views in their online campaigns.

If you are running a Facebook campaign, it is common to see different numbers reported by Google Analytics. Is Facebook lying? Is Google wrong? Before you start pulling your hair out or think about canning your campaign, let’s look at some of the reasons why Facebook might be reporting different numbers to your Google Analytics report.

Comparing Facebook data with Google data is like comparing apples with oranges!

So why are your Facebook numbers different from your Google Analytics numbers?

Facebook and Google Use Different Techniques To Record Visits

Simply speaking, Facebook and Google use different methods and different definitions to record a visit. While Facebook records actual clicks on your ad, Google Analytics reports the number of visits and page views. Google Analytics uses what is called cookies which can be easily disabled by software.

Furthermore, if you are linking directly to your website from your Facebook ad, Google Analytics may not accurately classify the traffic as Facebook traffic.

A Word From Digital Advertising Specialist
Mel Phillips

Mel-1“Stressing over your Facebook to Google data can waste a large amount of your time. The big things to consider (and the best way to get a quick indication) are to check the number of website clicks recorded by Facebook, the spend and the number of enquiries generated on your site. If you get lots of clicks but no conversions, you might have a problem on your landing page. If you have few clicks and a large cost, your ad might not be constructed as effectively as possible. Go and assess your ad content and images. Overall, check how much you spend and what benefit you get, then talk to the experts on how to improve it.Rather than stressing about whether Google recorded the data correctly, set up a Facebook pixel to track site movement and set up a custom form and landing page that isn’t in the menu. That way you can easily attribute the enquiry to the campaign and you get enough information from Facebook on whether the viewer clicked through or exited from your landing page.”

Your Google Analytics Code May Be Incorrectly Implemented

If you are relying on your Google Analytics to make sound decisions about your online campaign and spending, it is vital that you check the code has been applied correctly.

Besides speaking to your web developer to complete a site audit, a quick way business owners can check if their Google analytics code has been applied correctly is by going to GA Checker (http://www.gachecker.com).

GA Checker allows you to check your entire site for missing Google Analytics code or Adwords code in one click. TIP: Once the report has finished, look for any pages that are missing a tick in any of the columns. This may mean that your Google Analytics code has been incorrectly applied.

In addition to Google Analytics, two other tracking software we recommend are Slimstat and Piwik.

Facebook Does Not Record Suspicious Clicks

Facebook has measures in place to stop recording suspicious clicks. If your click has been determined by Facebook to be suspicious or invalid, it will not be recorded in your Facebook report but may be recorded in your Google Analytics.

Does A Good Social Following Help My Google Rankings?

Strictly speaking, no. The official stance from Google is that it currently does not include social data as part of its search engine algorithms. However, the kind of content that gets more likes and tweets on Facebook and Twitter is the kind of content that has legitimate backlinks that Google does look at.

The key takeaway for business owners is to focus on creating UNIQUE CONTENT with UNIQUE VALUE.

What makes content unique?

●      One of a kind: Does not appear elsewhere on the internet,

●      Relevant: In sync with what your customers are looking for

●      Helpful: Answers specific questions customers have

●      Uniquely valuable: Information provided is not available elsewhere or hard to find

●      Great User Experience: Easy to read and view on any device