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Facebook Pixel Data inaccurate with fb audience(by 30%?)
Hey all! Pretty new to PPC and facebook ads, but something just doesn’t add up here.
When I look at all 90 day unique visitors – people who have purchased on pixel analytics, I get **10.9k** users, but when I try to create an audience of the same on FB ads (all website visitors – purchases), it comes out to just **7.9k.**
Also, Google Analytics puts our 90 day unique visitors count at 15k. Can someone explain the wide discrepancy of data? Any way to fix this so that the >30% spread is gone? Please help!
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1 Reply
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Specifically to your question of FB pixel 90 day visitor count vs audience size. There are 2 likely reasons:
1. There is some setting you are overlooking causing the discrepancy between the two counts (ie the audience segment has some kind of additional filter applied that you don’t realize)
Or
2. Facebook sees 10.9k visitors but can only associate 7.9k of them with an addressable Facebook account. In other words 3000 of those visitors aren’t on Facebook.
Regarding GA and FB pixel discrepancies: there’s really no way to troubleshoot this because they are both 3rd party plugins. There are numerous possible reasons to hey could differ: the logic for counting uniques could be different, the FB pixel could just be missing some section if traffic for whatever reason, etc. it’s a black box. At the end of the day it’s just some JavaScript onsite that is monitoring what’s going on—and there are always gaps with 3rd party JavaScript.
The only proper source of truth for site traffic is a 1st party server with logs of every single site access event. Probably you don’t have one because it’s expensive—so it lives with whoever you are using to host your site. I have no idea if they could give you the numbers you seek. It’s not likely to be something you can solve.
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