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Facebook business manager show better conversion than our internal tracking
Posted by on December 27, 2020 at 3:33 pmHi,
We are using Facebook business manager with a 7-day conversion window. We have roughly 40% more conversions coming thorugh (one conversion for us is a purchase on-site) on our Facebook business manager reports than what we see in our internal tracking system.
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We have a pixel on-site set to fire every time someone makes purchase implemented.
This is also the case if I look at all data across since campaign launched this July.
What could be the reasons of this and where would you suggest I start looking in order to see what the problem is.
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4 Replies
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byu/JonODonovan insocialmedia -
The quickest answer I can give you is to google ‘fb vs google analytics attribution models’. Depending on your internal system’s attribution model, tracking will be very different depending on where you’re looking and how that system awards a conversion. This is then made more complex when you bring in cross device conversation tracking. Unfortunately I am on my phone and at this stage can’t give you a more thorough answer. But that’s a good place to start and will most likely give you the answer you’re after.
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Is your FB reporting more than you have total in your reporting, or just more than conversions from FB source in your reporting? The first is more worrisome, the second is expected.
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Facebook is based on view and click.
Google analytics and web platform analytics are only based on clicks.
You’re losing/missing view through and post view conversion tracking which is substantial on social.
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