Google Analytics for Facebook Tutorial

Tracking Facebook ad campaigns in Google Analytics

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

utm_source

Use this parameter to specify 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 Facebook ad URL which 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

facebook ad utm

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 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 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 top shared web pages (in terms of driving traffic to your website) on Facebook through ‘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 ‘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 following:

  1. Facebook helped in generating 557 conversions of value $28,233.40 in the last one month.
  2. Facebook directly completed 556 conversions of value $24,890.30 in the last one 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 in extremely important.

Understanding Facebook users flow

Through ‘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. Ecommerce Tracking in Google Analytics – Tutorial
  2. Event Tracking via Google Tag Manager – Tutorial
  3. Event Tracking in Google Analytics – Tutorial
  4. Guide to Google Analytics Store Visits Tracking
  5. Offline Conversion Tracking in Google Analytics – Tutorial
  6. Implementing E-Commerce Tracking via Google Tag Manager
  7. Tracking Virtual Pageviews in Google Tag Manager – Tutorial
  8. YouTube Video tracking via Google Tag Manager
  9. How to Use Keyword Hero to Reveal Not Provided Keywords in Google Analytics
  10. Virtual pageviews in Google Analytics – Tutorial
  11. Google Analytics and YouTube Integration Tutorial
  12. Google Analytics for Facebook Tutorial
  13. Google Analytics Cross Domain Tracking Explained Like Never Before
  14. Using multiple Google Analytics tracking codes on web pages
  15. The one thing that you don’t know about PayPal.com and the referral exclusion list
  16. Calculated Metrics in Google Analytics – Tutorial
  17. Creating your own Google Analytics Tag Auditing System
  18. Tracking Site Search without Query Parameter in Google Tag Manager
  19. Tracking true referrals in Google Analytics when using PayPal and other payment gateways
  20. Phone Call Tracking in Google Analytics and Beyond
  21. Learn to Track Qualified and Won Leads in Google Analytics
  22. Introduction to Postbacks in Google Analytics
  23. Google Analytics Recurring Revenue and Subscriptions Tracking Tutorial
  24. How to track the impact of cookie consent on website traffic in Google Analytics
  25. Tracking Offline Conversions in Google Ads
  26. Implementing Scroll Tracking via Google Tag Manager
  27. Scroll Tracking via Scroll Depth Trigger in Google Tag Manager
  28. Site Search Tracking In Google Analytics Without Query Parameters
  29. Video Tracking via YouTube Video Trigger In Google Tag Manager
  30. How to Correctly Measure Conversion Date & Time in Google Analytics
  31. Google Analytics Social Tracking – Twitter, Facebook, Google Plus and LinkedIn
  32. Google Analytics Cross Domain Tracking (ga.js)
  33. Tracking Twitter and Linkedin Social Interactions in Google Analytics
  34. Creating Content Group in Google Analytics via tracking code using gtag.js
  35. Tracking Site Search in Google Analytics with Query Parameters
  36. Understanding site search tracking in Google Analytics
  37. Creating and Using Site Search Funnel in Google Analytics
  38. Learn to Setup Facebook Pixel Tracking via Google Tag Manager
  39. Setting up & Tracking AMP Pages in Google Analytics
  40. Setting up Sales Funnel across websites in Google Analytics
  41. Regular Expressions (Regex) for Google Analytics & Google Tag Manager – Tutorial

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Himanshu Sharma

Digital Marketing Consultant and Founder of Optimizesmart.com

Himanshu helps business owners and marketing professionals in generating more sales and ROI by fixing their website tracking issues, helping them understand their true customers' purchase journey and helping them determine the most effective marketing channels for investment.

He has over 12 years of experience in digital analytics and digital marketing.

He was nominated for the Digital Analytics Association's Awards for Excellence. The Digital Analytics Association is a world-renowned not-for-profit association that helps organisations overcome the challenges of data acquisition and application.

He is the author of four best-selling books on analytics and conversion optimization:

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