In a perfect world Facebook and Google would play in the sandpit nicely with each other so that we can get a good picture of how users are going from Facebook to our website and then what they do when they get there.
Unfortunately this isn’t really the case. We can track how people interacted on the website using Facebook pixel but the data it returns is not as detailed as the data in Google Analytics. Or we can try to get Facebook data into Google Analytics, but it can definitely feel like trying to force a square peg into a round hole.
If you want a really granular understanding of your Facebook users sales funnels for each ad you’re probably best off sending the data back to Facebook using the pixel. But if you have links or call-to-action buttons in your ads then embedding Google Analytics parameters in your links will enable you to get a reasonable idea of exactly what is happening. Do keep in mind though, that if people can’t find your call to action and have to use your Facebook page link then all your traffic will come through to Google as organic, even if it originated from a paid ad.
If Facebook is where you do most of your marketing and you want to get it into Google Analytics then definitely give this video a watch.
I hope you found that video helpful!
Not that long ago, Google actually opened Google Data Studio up to community connectors, and one of the connectors written for it enables data to be pulled in from the Facebook API. I’ve been so busy with Google client work that I haven’t had a good chance to really get stuck into this connector yet, but I do plan to review it soon to see what kind of data can be pulled in if we focus on sending high quality website events to Facebook instead of trying to extract Facebook data from Google Analytics.
I’ll let you know when I’ve used it and report back on my findings!
Catch you soon.