Post by account_disabled on Dec 23, 2023 5:01:17 GMT -5
You know it: you pay for PPC advertising on Facebook, but hey! Visits from it in Google Analytics are half compared to charged clicks. Initial reactions range from OMG to WTF to much more substantive. Even worse, you won't find satisfactory information anywhere - what's an article, what's an opinion. Therefore, I will try to clarify the situation for you. After 2 years of experience with PPC advertising on Facebook, I can say that a good result is the difference of only one quarter between clicks and visits. However, I often encounter differences varying between 1/3 and 1/2 . I even experienced a 2/3 difference ! If something similar is happening to you, don't worry, you're not alone. Web Analytics forums abound with this problem.
Even though you have al C Level Executive List the ads correctly and nicely tracked using utm parameters for tracking with Google Analytics, visits do not and do not reach at least a comparable level with clicks. If you happen to not know what such tracking looks like, I recommend reading the article about tracking online campaigns . For specialists, this problem creates a nightmare and another, almost unsolvable problem: how to explain the difference to the client ? After all, a person who does not know the circumstances must naturally think that in the best case Facebook is robbing him of his money, in the worst case you as a specialist. Show the client in this situation that there are several factors to consider. image The traditional fight between clicks on Facebook and visits in Google Analytics. Who wins? Clicks and visits are other metrics Yes. So it was, is and will be. A click does not mean a visit.
You can have a user who clicks through an ad and immediately returns without the visit being recorded in the analytics tool . To make matters worse, most analytics tools are based on JavaScript and accept cookies to measure traffic. However, not everyone has JavaScript or cookies enabled . Were you looking forward to refuting the client's comments with this argument? Unfortunately, that won't work for you. I include it here on purpose because I come across it often. It's not a valid argument just because it's hard to explain that 50% of users don't have JavaScript or cookies enabled or just click on ads out of boredom and come right back. Own website and URL shorteners as a path to destruction Sometimes it happens that if the landing page is dynamically generated, all "extraneous" variables are removed from the URL - that is, those that were not added by the URL page.
Even though you have al C Level Executive List the ads correctly and nicely tracked using utm parameters for tracking with Google Analytics, visits do not and do not reach at least a comparable level with clicks. If you happen to not know what such tracking looks like, I recommend reading the article about tracking online campaigns . For specialists, this problem creates a nightmare and another, almost unsolvable problem: how to explain the difference to the client ? After all, a person who does not know the circumstances must naturally think that in the best case Facebook is robbing him of his money, in the worst case you as a specialist. Show the client in this situation that there are several factors to consider. image The traditional fight between clicks on Facebook and visits in Google Analytics. Who wins? Clicks and visits are other metrics Yes. So it was, is and will be. A click does not mean a visit.
You can have a user who clicks through an ad and immediately returns without the visit being recorded in the analytics tool . To make matters worse, most analytics tools are based on JavaScript and accept cookies to measure traffic. However, not everyone has JavaScript or cookies enabled . Were you looking forward to refuting the client's comments with this argument? Unfortunately, that won't work for you. I include it here on purpose because I come across it often. It's not a valid argument just because it's hard to explain that 50% of users don't have JavaScript or cookies enabled or just click on ads out of boredom and come right back. Own website and URL shorteners as a path to destruction Sometimes it happens that if the landing page is dynamically generated, all "extraneous" variables are removed from the URL - that is, those that were not added by the URL page.