Differences between Facebook Ads and Google Analytics 4 Conversions (and How to Fix That)

Right now, many people are asking about Google Analytics because they’re adapting to the switch from Universal Analytics to GA4. One common question that’s been around since Universal Analytics and continues with GA4 is, “Why are the clicks and conversions on Facebook much higher than what Google Analytics shows?”

In this article, updated in June 2024, we’ll look into why this difference in data exists and how to minimize them. To address these discrepancies effectively, it's crucial to analyze Facebook ads data by understanding performance metrics, which can reveal insights into ad level, audience targeting, and campaign strategies.

This methodological approach to analyzing Facebook ads data is essential to bridge the data gap, offering a deeper understanding of customer search behavior and enhancing ad performance despite the limitations of native Facebook ads analysis tools.

Note: This post was originally published in January 2024 and was completely updated in April 2024 for accuracy and comprehensiveness on marketing analytics.

Data discrepancies between Facebook Ads and Google Analytics 4 occur when the two platforms report different results for the same metrics, such as clicks or conversions. This variation can arise due to differences in tracking methods, attribution models, or the timing of data recording.

For example, Facebook may attribute conversions to the day of ad interaction, while Google Analytics credits them to the day of conversion completion, leading to mismatches in reported data.

The impact of data discrepancies on marketing decisions can be significant, influencing various aspects of strategic planning and execution:

• Misallocation of Budget: Inaccurate data can lead to poor budget allocation decisions, with resources potentially being directed towards less effective campaigns or channels based on flawed performance metrics.
• Ineffective Campaign Adjustments: Discrepancies in data might cause marketers to make incorrect adjustments to campaigns. For example, underperforming campaigns may appear successful or vice versa, leading to misguided strategies.
• Flawed Audience Insights: Inconsistent data can skew the understanding of audience behaviors and preferences, impacting the effectiveness of targeting and personalization efforts.
• Compromised ROI Calculation: Disparities in reported data can result in inaccurate ROI calculations, making it difficult to determine the actual effectiveness of marketing investments.
• Decreased Trust in Data: Frequent data discrepancies can erode trust in analytics tools and data reports, potentially leading to hesitancy in relying on data-driven decision-making.
• Delayed Response Times: When data is inconsistent, more time is required to verify and reconcile discrepancies, delaying strategic responses and potentially missing opportunities to optimize or pivot tactics in real time.
• Legal and Compliance Risks: Inaccurate reporting can also lead to compliance issues, especially in industries with strict advertising and reporting regulations, potentially resulting in legal consequences.

Addressing these impacts involves improving data integration and consistency across platforms to ensure that marketing decisions are based on reliable and accurate information.

Facebook Pixel is a piece of code that allows tracking user interactions with a website after seeing or clicking on Facebook ads.

The Facebook Pixel can track when visitors browse your site and add items to their cart but don't finalize the purchase. Later, you can show users targeted ads on Facebook to remind them of their abandoned carts.

Employing this tailored approach enhances the likelihood of turning prospective leads into paying customers.

Event tracking with Facebook Pixel also includes custom conversion, a feature that tracks specific events such as downloads, webinar signups, or free trials by specifying the campaign name and the URL of the post-conversion page and assigning custom conversion values. However, it's important to note the limitations, such as tracking dynamic order confirmation pages and a restriction of 100 custom conversions at a time.

Custom conversions offer a way to further customize and refine tracking with Facebook Pixel, allowing for detailed analysis of specific actions taken on a website, which is essential for optimizing Facebook ad campaigns.

Facebook Pixel has the following features for effective Facebook ad tracking and ad optimization now:

• Conversion tracking: Pixel follows user actions on your website, such as purchases or sign-ups, helping you measure the success of your ads and understand customer behavior.
• Audience building: It helps create custom audiences and run ads based on specific actions users take on your site, allowing you to target them with relevant ads.
• Dynamic ads: You can show personalized ads to users based on their interactions with multiple products on your website, promoting products they've shown interest in.
• Event tracking: Monitor and fine-tune your ad strategy by tracking and optimizing different events on your website, like button clicks or form submissions.
• Cross-device tracking: Facebook Pixel provides insights into how users interact with your content across devices. For instance, if a user clicks on an ad from a mobile phone but completes a purchase later on the desktop, the Pixel can connect these actions to provide a view of their customer journey.
• Conversion optimization: Finally, Pixel can analyze the behavior of users who've previously made purchases on your website. Utilizing this information, you can design a targeted ad campaign customized for users exhibiting similar behaviors, thus boosting the probability of converting them into customers.

Google Analytics 4 collects data about how people interact with your website or app. It uses a "tracking code" that you place in the tag of your website. When someone visits your website, the code gathers information on which pages they view and what actions take.

The information is sent to Google Analytics, where it's sorted into reports showing insights about your target audience and how they act. This helps you see what's going well and what can be better on your website or app.

Event-based tracking allows measuring specific interactions with your website or app using standard events such as clicks, page views, and video plays.

Cross-platform insights help understand how users engage with content on desktop, mobile, and other platforms.

Enhanced user lifecycle analysis enables tracking of user journeys from acquisition to conversion and retention, taking you through the entire customer lifecycle.

Predictive metrics: This feature uses machine learning to predict future user behavior and outcomes.

Customizable events and parameters: You can define and measure custom events and parameters that are relevant to your specific business goals, with key metrics allowing for more tailored analytics.

Enhanced privacy controls: Google Analytics 4 allows you to set specific data retention periods for user-level and event-level data, giving you more control over how long data is stored. It also allows getting user consent before collecting and processing their data, ensuring compliance with privacy regulations like GDPR.

Real-time reporting helps you react promptly to user behavior and campaign performance.

Improved integration with Google Ads: Google Analytics 4 connects with Google Ads, providing a clearer picture of how your ads contribute to user engagement and conversions.

Tracking Facebook Ads in Google Analytics 4 (GA4) is beneficial for several reasons:

• Holistic View of Customer Journey: Integrating Facebook Ads data with GA4 allows you to see how your Facebook campaigns contribute to user behavior across your entire online presence, not just within Facebook.
• Cross-Platform Performance Analysis: You can compare the performance of Facebook Ads alongside other advertising platforms directly in GA4, helping to optimize overall marketing strategies.
• Enhanced Attribution Insights: GA4 provides advanced attribution models that can offer deeper insights into how Facebook Ads influence conversions at various touchpoints.
• Improved Audience Segmentation: With GA4, you can refine your audience segmentation by analyzing how different groups respond to your Facebook Ads, leading to more targeted and effective marketing.
• Custom Reporting: GA4 allows for flexible and customizable reporting options, enabling you to create tailored reports that include Facebook Ads data alongside other metrics.
• Better Conversion Tracking: Tracking Facebook Ads in GA4 helps ensure that you're capturing all conversions, not just those that occur directly through Facebook, providing a more accurate measurement of ROI.

Through tracking Facebook Ads in GA4, you gain deeper insights into their performance, empowering you to make informed decisions that elevate your marketing efforts.

Discrepancies between Facebook Ads and Google Analytics metrics often arise because of different tracking approaches, attribution models, and data processing methods used by the platforms. A key area where these discrepancies can occur is within the monitoring and optimization of a Facebook ad campaign.

Understanding and managing your Facebook ads campaigns effectively is crucial in addressing these data differences. By closely monitoring campaign performance and ensuring compliance with Facebook's advertising policies, advertisers can minimize discrepancies and optimize their ad spend.

Lastly, a thorough analysis of your Facebook campaigns is necessary to fully understand the reasons behind these discrepancies. Utilizing tools like Google Analytics can provide deeper insights into how Facebook campaigns influence website traffic, user behavior, conversions, and revenue, helping advertisers make more informed decisions. Let’s take a look at each of them:

Google Analytics 4 looks at how long a person interacts with a website, including different things they do. However, on Facebook, each click on an ad is counted as a separate event, even if the person doesn’t stay long.

“When someone clicks a Facebook ad and goes to a store’s website, in GA4, this counts as a single visit. But on the Facebook page, every click on that ad, even if they saw the same things, is counted separately. So, while they had one real visit, Facebook might show many clicks. This can cause data differences between the platforms”.

Understanding the nuances of tracking conversions is crucial for grasping the differences between Facebook and Google Analytics 4 tracking models, especially in the context of analyzing conversion events and allocating advertising budgets effectively.

When it comes to tracking, exact numbers can’t be the same for everyone due to the different tracking methods used by Facebook and Google Analytics. Understanding these differences is crucial, and this is where Facebook ad reports come into play. They are essential for analyzing click-through rates (CTR) and comparing clicks to impressions, which helps in evaluating ad engagement and understanding the attribution differences between Facebook and Google Analytics.

By configuring ad sets and tracking conversions in Facebook ad reports, advertisers can optimize for specific conversion events.

Google Analytics uses special codes in website links to see where visitors come from. Facebook, on the other hand, uses conversion Pixels to know what people do outside of Facebook. They connect these actions to the ads users have seen on Facebook, but there are some differences in how they count and measure.

Analyzing Facebook users' ad performance is vital to bridging the gap between Facebook and Google Analytics attribution models. Monitoring and analyzing essential metrics like click-through rate (CTR), cost per click (CPC), and return on ad spend (ROAS) within Facebook ads can offer valuable insights into the efficacy of advertising campaigns on the platform.

This analysis helps in understanding the limitations of attribution tracking and guides in improving ad performance on Facebook despite the challenges posed by different attribution models.

​​The way Facebook and Google Analytics handle attribution windows and dates varies, leading to differences in reported conversions. Facebook uses a 7-day look-back window for click-through conversions and an additional 24-hour window for view-through conversions. This means that if you click on a Facebook ad, visit a website, and later convert within 7 days, Facebook counts it as a click-through conversion.

Similarly, if you view the ad and then convert within 24 hours, Facebook registers the conversion event for it as a view-through conversion. However, Google Analytics 4 does not consider view-through conversions as Facebook conversions.

Another reason for different conversion numbers is how they handle conversion dates. Google Analytics records events on the day the action was done in the user's time zone. Facebook, however, reports conversions based on the date of the ad click or view in the time zone of the Facebook ad account.

A person visiting a site multiple times in a day could trigger multiple sessions in Google Analytics. This depends on the time between visits and the campaign source.

Sessions can end in two ways:

• By default, a session ends following 30 minutes of inactivity.
• At midnight, which is considered the end of the session period.

Also, sessions end when there's a change in the campaign. For instance, if someone clicks an ad in the morning, leaves, and returns to the checkout page via another ad in the evening, it will be counted as two sessions.

Google Analytics UTM-based tracking offers a more accurate way to attribute the conversion directly to the specific Facebook ad, ensuring that you get a clear picture of the user's journey from ad click to conversion.

"A potential customer using an Android phone comes across your Facebook ad and clicks on it. The link from the ad takes them to your website. With Google Analytics, you've added UTM parameters – utm_source, utm_medium, and utm_campaign – to the URL in the ad. When the user lands on your website, these UTM parameters are passed along, allowing Google Analytics to identify and determine that this visit originated from your specific Facebook ad.

On the other hand, Facebook's pixel-based tracking relies on placing a piece of code on your website's pages. When the user arrives on your site, this pixel triggers and sends data about website visitors back to Facebook, indicating a user interaction. However, if the user isn't logged into their Facebook account on the browser, Facebook's pixel might not be able to connect the visit to their Facebook user account, leading to potential inaccuracies in tracking".

View-through conversions happen when someone sees an ad but doesn't click it, then later visits and buys. In contrast to Facebook's pixel-based tracking, Google Analytics 4 doesn't count view-through conversions because it focuses on tracking user actions during one visit. GA4 is interested in what users do on your website or app while they're actively engaged.

We've all done it – clicking an ad on Facebook and closing the window before the tracking code in Google Analytics loads. This means the session isn't recorded in Google Analytics, but Facebook still counts the click. This inconsistency is a major issue for marketers, especially on mobile, and a likely reason behind the data differences between Facebook and Google Analytics.

Sometimes, Facebook counts multiple conversions for one user action. For example, if someone clicks an ad and goes to the website, Facebook might count each action separately. This can make the numbers look bigger than they really are. Google Analytics usually counts everything in one session, showing a more combined view of what people do on your site.

Apple's iOS 14/15 updates prompt iPhone users to block tracking by hiding their IP address. Since many people use iPhones (almost 50% of smartphone users), this change can greatly affect your ability to measure campaign data, track results, and calculate ROI. Whether you're into email marketing, Facebook ads, or measuring your website's success, this iOS update will likely impact your marketing efforts.

People often click on ads many times, especially when shopping online. If a person clicks on an ad twice within 30 minutes, Facebook counts it as two separate clicks. However, in Google Analytics 4, this is seen as one session. This shows how the platforms have different ways of tracking interactions.

Data discrepancies are a reality, especially when managing ad campaigns, but they can be managed. Not understanding these differences might make you decide wrongly about spending time and money on your advertising campaigns. But there are ways to fix this gap between Google Analytics and Facebook:

Incorporating ad placement and ad spend considerations into your strategy is crucial for ensuring data consistency across platforms. By analyzing the cost-effectiveness of various ad placements and diligently monitoring your ad expenditures, you can strategically allocate your budget to maximize its impact.

Utilizing tools like Ads Manager and Facebook Ads Manager is another effective strategy for importing cost data and aligning it with your analytics. These platforms offer detailed insights into your Facebook ads data, allowing you to track performance metrics and optimize your campaigns for better results.

Finally, adopting a data-driven approach to your advertising campaigns can help minimize discrepancies between your Facebook ads performance and Google Analytics data. By leveraging the valuable insights gained from Facebook Ads data, you can refine your strategies and Make certain that your ad campaigns are optimized for maximum effectiveness.

Customizing URL parameters is a simple way to improve tracking between Facebook and Google Analytics. Since auto-tagging isn't an option on Facebook, you'll manually add these tags.

Let's say you have a landing page URL:

https://www.example.com/landing-page

Adding UTM parameters for your Facebook campaign:

• Campaign Source: facebook
• Campaign Medium: paid

Your UTM URL would look like this:

https://www.example.com/landing-page?utm_source=facebook&utm_medium=paid

The added UTM parameters tell Google Analytics that the visit came from a Facebook campaign and was paid. This way, you can get custom metrics to better see target audiences, monitor the effectiveness of your campaigns, and understand user behavior.

While you can look at each campaign on its own platform, it's easier to analyze everything in one spot. Google Analytics 4 is a good choice because it lets you put all the data in a single table, making it simpler to see how all your advertising is doing together.

There are several ways to import cost data from Facebook to Google Analytics 4, such as manually adding CSV files through GA4's interface, using the GA4 SFTP method, or employing OWOX BI's prebuilt solution. Find the detailed guide on how to import non-Google advertising cost data to Google Analytics 4.

To simplify conversion tracking, exclude view-through conversions in Facebook attribution settings. This will result in Facebook only counting click-through conversions, which can help track conversions and decrease discrepancies between clicks and conversions.

How to Exclude View-Through Conversions:

Facebook Ad Manager → Ad Set → Edit → Optimization & Delivery → Select either "1-day click" or "7-day click"

By following these steps, your Facebook ad manager will exclusively display data related to click-through conversions.

Using click and session metrics in your reports offers a well-rounded perspective on the performance of your marketing campaigns. Click metrics focus on the average number of times users interact with your ads by clicking on them. On the other hand, session metrics delve deeper into user engagement by taking into account a series of actions taken within a single visit to your website or app.

Understanding your target audience's journey through the sales funnel is important for aligning GA4 and Facebook data. By evaluating each stage, from awareness to conversion, you can identify where gaps might arise. For example, if Facebook reports high click-through rates but low conversions in a specific funnel step, it could mean that you need to optimize that stage's landing page or content.

Finally, step beyond the usual GA4 reports with the help of a CMO dashboard, providing a full picture of the marketing activities. This way, you will have data from Facebook and GA4 in one place and keep an eye on your marketing goals in real-time. No more hunting through scattered raw data or dealing with spreadsheets – it's all right there for smarter decision-making.

OWOX BI will make budgeting across different channels smarter. It gathers all your advertising cost details in one place without any coding hassle, no manual cleaning or data processing; it's all set up for you.

You can easily keep an eye on your imports, combine data from various platforms, and get a dataset full of useful key metrics to understand ROAS better. This will help you discover your top-performing channels, distribute your advertising budget effectively, and optimize your campaigns for higher returns on investment.