Why Facebook and Google Analytics data do not match?

facebook and google analytics data do not match - featured

This must be the most common question that puzzled many marketers/web designers and management on why social media data is showing a much higher conversion rate than website analytics data. Which data should I believe then?

In this article I will share with you why did this happen.


Facebook tracking methods and Google tracking methods are different.

In social media, when a user clicks on a post or ads, it will count as one click. If a user clicks your social media post multiple times your social media will record as multiple clicks.

But in your Google Analytics, if it is within the 30 minutes time frame, it will only record as one session.

Google count as two sessions if the user becomes inactive for more than 30 minutes and re-engages your site again.


Are you looking at the correct click data on social media?

On Facebook, there is a link click and other click data, you must see the figure on the link click. (highlight in red)

facebook and google analytics data do not match 1


While for Twitter, there is link click, hashtag clicks and profile click data, again you need to see the number from the link clicks.

facebook and google analytics data do not match 2


User exit the page before your website is fully loaded

When a user visits your site and it takes a long time to load, they lose interest and exit the page. Since the page is not fully loaded, the analytics code might not be triggered so it cannot capture the click. In this case, social media will capture this as one click and google analytics as zero clicks.

What you can do is to improve your page load speed by reducing the image size and remove unused script.

How fast your page load is also one of the factors for SEO.Do also factor in that users might be using a slower internet connection.


Cross-device conversions

Facebook tracking is using multiple touchpoints and devices. That means it can track who is the user be it you are using a desktop or mobile device. When a user sees an advertisement on Facebook using mobile devices and click-through but didn’t buy anything. Then the user decided to buy the product using a desktop back home, Facebook will still be able to attribute the conversion to them.

For Google Analytics, it will be assigned a unique ID to each visitor when using a desktop or mobile device. Therefore Google cannot attribute to who the user is when you switch from using a desktop to a mobile device.



facebook icon twitter icon linkedin icon what app icon