Google Analytics for Facebook Tutorial

This Google Analytics for Facebook tutorial shows you how to track Facebook ad campaigns in Google Analytics. You will learn about how Facebook traffic moves through the checkout process. You will also learn to determine the top traffic generating web pages shared on Facebook.

Tracking Facebook ad campaigns in Google Analytics

In order to track the performance of various Facebook ad campaigns in Google Analytics, add the following UTM parameters at the end of the destination URL of each Facebook ad:

utm_source

Use this parameter to specify the traffic source.

For example: utm_source= facebook

Note: utm_source is a required parameter.

utm_medium

Use this parameter to specify traffic medium.

For example: utm_medium= social

Note: utm_medium is a required parameter.

utm_content

Use this parameter to differentiate various Facebook ads or links that point to the same destination page.

For example: utm_content=ad1

utm_campaign

Use this parameter to specify the name of the Facebook campaign.

For example: utm_campaign= pdf-book-campaign

Note: utm_campaign is a required parameter.

Following is an example of a Facebook ad URL that contains UTM parameters:

https://www.optimizesmart.com/book-maths-and-stats-for-web-analytics-conversion-optimization/?utm_source=facebook&utm_medium=social&utm_content=ad1&utm_campaign=pdf-book-campaign

google analytics for facebook

Always use Google URL builder to add UTM parameters to the destination URL of your Facebook ads.

Always use Facebook Power Editor to create and manage Facebook ads.

Many people use Facebook boost post to create and publish ads.

While it is easy to create ads via the boost post feature, it lacks many advanced features, like adding UTM parameters to the Ads’ URLs.

Without adding the UTM parameters to the ads’ URLs, you won’t be able to measure the performance of various Facebook ad campaigns in Google Analytics.

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Understanding how Facebook traffic moves through the checkout process

One of the best ways to analyse Facebook traffic data in Google Analytics is through a filtered view.

If you use filtered view, you will never forget to segment the data and segmenting the data is very important in order to get a better understanding of the Facebook traffic. 

If you use an advanced segment (to filter out Facebook traffic), then you need to consciously remember to use this segment each time, before you begin your analysis. Moreover, Google Analytics does not let you apply advanced segments on the funnel visualization report and multi-channel reports. So you would never know, how Facebook traffic moves through the checkout process or complete a goal conversion.

Create a new view in Google Analytics and apply the following filter to it:

facebook filter

This filter will include only the Facebook traffic.

Determining top traffic generating web pages shared on Facebook

You can determine the top shared web pages (in terms of driving traffic to your website) on Facebook through the ‘Network referrals’ report in Google Analytics. Navigate to Acquisition > Social > Network Referrals in your GA view and then click on the ‘Facebook’ link:

network referrals

You can now see the website usage data of top shared web pages on Facebook:

top shared url

Tracking assisted and last click conversions from Facebook

Facebook, just like any other marketing channel, not only helps in completing conversions but also help in assisting conversions. So while evaluating its overall performance as a marketing channel, we need to look beyond the last click. Through the ‘social conversions‘ report you can track the overall performance of Facebook by analysing the following metrics:

  1. Assisted Conversions
  2. Assisted Conversion Value
  3. Last Click or Direct Conversions
  4. Last Click or Direct Conversions Value
  5. Assisted / Last Click or Direct Conversions

If you are not sure what these metrics mean, then read this article: Google Analytics Attribution Modeling – Beginners Guide

Navigate to Acquisition > Social > Conversions in your GA view and then look at the data row for Facebook:

facebook assisted conversions

From the report above we can conclude the following:

  1. Facebook helped in generating 557 conversions of value $28,233.40 in the last month.
  2. Facebook directly completed 556 conversions of value $24,890.30 in the last month.
  3. The assisted / last click or direct conversions is 1. What that means, Facebook is equally good in both assisting conversions and directly completing conversions.

So for Attribution modelling, the  ‘social conversions‘ report is extremely important.

Understanding Facebook users flow

Through the ‘Social Users Flow’ report in Google Analytics, you can determine the paths users took through your website, from Facebook. Basically, you can determine how users browsed your website, after finding you on Facebook. This is a good report to understand the behaviour of Facebook users on your website.

Navigate to Acquisition > Social > Users flow in your GA view, click on the Facebook white box and then select ‘View only this segment‘:view only this segment

You can then see the Facebook users flow on your website:

facebook user flow

Related Articles

Other articles on specialized tracking in Google Analytics

  1. Google Analytics Ecommerce Tracking Tutorial
  2. Google Tag Manager Event Tracking Tutorial
  3. Google Analytics Event Tracking Tutorial
  4. Google Analytics Store Visits Tracking Tutorial
  5. Offline Conversion Tracking in Google Analytics – Tutorial
  6. Ecommerce Tracking Google Tag Manager (GTM) – Tutorial
  7. Tracking Virtual Pageviews in Google Tag Manager – Tutorial
  8. Google Tag Manager YouTube Video Tracking
  9. How to unlock not provided keywords in Google Analytics?
  10. Google Analytics Virtual Pageviews Tutorial
  11. Google Analytics and YouTube Integration Tutorial
  12. Cross Domain Tracking in Google Analytics – Complete Guide
  13. How to use two Google Analytics codes on one page
  14. The one thing that you don’t know about PayPal.com and the referral exclusion list
  15. Google Analytics Calculated Metrics – Tutorial
  16. Creating your own Google Analytics Tag Auditing System
  17. Google Tag Manager Search Tracking without Query Parameter
  18. Tracking Google Analytics Paypal Referral and other payment gateways
  19. How to Track Phone Calls in Google Analytics – Call Tracking Tutorial
  20. How to track leads in Google Analytics via CRM
  21. Postbacks in Google Analytics Explained
  22. Subscription & Recurring Revenue Analytics in Google Analytics
  23. Track the Impact of Google Analytics Cookie Consent on Website Traffic
  24. Tracking Offline Conversions in Google Ads
  25. Implementing Scroll Tracking via Google Tag Manager
  26. Scroll Depth Tracking in Google Tag Manager – Tutorial
  27. Site Search Tracking In Google Analytics Without Query Parameters
  28. Google Tag Manager Youtube Video Tracking via YouTube Video Trigger
  29. How to Correctly Measure Conversion Date & Time in Google Analytics
  30. Google Analytics Social Tracking – Twitter, Facebook, Google Plus and LinkedIn
  31. Cross Domain Tracking in Google Analytics – Complete Guide
  32. Google Analytics Linkedin & Twitter Tracking
  33. Creating Content Group in Google Analytics via tracking code using gtag.js
  34. Google Analytics Site Search Tracking via Query Parameters
  35. Google Analytics Site Search Tracking Tutorial
  36. Creating and Using Site Search Funnel in Google Analytics
  37. Learn to Setup Facebook Pixel Tracking via Google Tag Manager
  38. AMP Google Analytics Tracking – Learn to track AMP pages
  39. Setting up Sales Funnel across websites in Google Analytics
  40. Regex Google Analytics & Google Tag Manager – Tutorial

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About the Author

Himanshu Sharma

  • Founder, OptimizeSmart.com
  • Over 15 years of experience in digital analytics and marketing
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  • Nominated for Digital Analytics Association Awards for Excellence
  • Runs one of the most popular blogs in the world on digital analytics
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