Map and evaluate Facebook ads in Google Analytics

Map and evaluate Facebook ads in Google Analytics

Wondering how to assess the impact of Facebook ads or social ads in general on your website’s performance?

The solution to the problem: display the ads in Google Analytics or in the web analysis tool. But from the start. Using the example of Facebook Ads:

Guide users to a website via advertisements (Facebook)

In our article “Facebook advertising – how ads work”, we explained how ads are set up on Facebook.

Your advertising objective is not only the most important factor in choosing the most promising Facebook advertising variant. Your goal also determines how you can make achieving goals measurable.

One of the most frequently chosen goals is to direct Facebook users to a specific website. This website can be your own website or an additional landing page for a product or service etc. On this website users have to buy something or download something by providing their email address. The purpose on the website can be changed here. The objective brings Switched Facebook Ads together in one crucial point: in order for you to truly gauge the success of the campaign, it must be measurable on the target website.

Measuring the success of advertisements – both variants

There are two ways to measure the success of ads on your own website:

  • Integrate Facebook ads into Google Analytics or web tracking and/or
  • conversion measurement using the Facebook conversion pixel.

You can use the Facebook conversion pixel to perform conversion measurement here Lily. In principle, you can use the conversion measurement in the Facebook advertising evaluation to see whether and how often the goal has been reached on your website. Ideal for optimizing Facebook ads based on internal channel statistics!

If you place the advertisement as part of a campaign that includes multiple metrics, such as Google AdWords placement or display advertising, it saves you much more time to be able to compare and evaluate the effectiveness of individual metrics on a single interface. Hence the recommendation to also display advertisements in web tracking.

View Facebook Ads in Google Analytics

In order to be able to evaluate and compare the effectiveness of individual measures in Google Analytics, all links that refer to the same landing page must be extended to include so-called tracking parameters. Google Analytics provides the Campaign URL Builder for this purpose.

For Google Analytics compliant tracking URLs, you need at least the parameters

  • Website (the landing page that is linked) and the
  • origin of the campaign

complete. But I recommend at least both settings

  • Campaign name
  • campaign support

walk in.

The created tracking URLs are read by Google Analytics and displayed in the data view as soon as a user is directed to the target website. If links to a landing page or campaign are consistently provided with tracking parameters, individual metrics can be compared in the Google Analytics campaign view.

Map social ads in other web analytics tools?

The principle of tracking or campaign links does not only apply to Google Analytics. It also works on the same principle for Matomo (formerly Piwik), etracker and others.

There is also a URL generator for Matomo. Tracking URLs are created for etracker in the login area.

Tracking the success of Facebook ads on the website

If the web tracking tool is configured accordingly, you can also compare the effectiveness of individual measures in the web analysis tool. Answer the question “Which channel contributed to the achievement of the objective and how?”.

Prerequisites for this:

  • You have defined goals and configure them as conversion or
  • configure e-commerce tracking for the online store.

With the e-commerce tracking setup, you can see, for example, which channel is responsible for which sales.

Questions? Do not hesitate to ask!

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