As a best practice, performance marketers should always tag Facebook traffic to measure the ROAS/CPA of campaigns in Google Analytics. When you rely solely on the Facebook Pixel for conversion information, you are assuming that Facebook provides unbiased and complete data. Since advertisers tend to show themselves in the best light, it is a smart idea to cross-check Facebook Ad performance in Google Analytics. It is easy to do with a few key UTM tags. Tagging can also be referred to as URL tracking, link tracking, UTM tagging or campaign tracking.
Here is how to do it
Step 1) Create A New Campaign In Facebook
Step 2) Fill Out The Website URL
Step 3) Build a URL Parameter
Use variables to automatically populate the campaign name and campaign content. Here are the recommended settings:
Step 4) Start tracking your paid Facebook performance in your Google Analytics data
Now you will see the traffic and the conversions/revenues from Facebook in your Google Analytics and can start slicing and dicing the data according to campaign and ad set names
Step 5) Use a data pipeline tool like Windsor.ai to match Facebook costs automatically to your conversions/revenues (Optional)
Now that you have the conversion/revenue data tagged properly it makes sense to also look at the costs which lead to conversions. Our platform can help with this.
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