Running paid Facebook ads is a key component to producing a worthwhile online marking strategy. However, this powerful strategy for driving traffic to your website is only as good as the marketer’s ability to track its performance in Google Analytics.
How can you make sure these paid ads are being tracked correctly? Let’s take a look.
Tracking Facebook Ads Correctly
Adding Facebook URL tracking parameters to your Facebook ads allows you to differentiate between organic and paid Facebook traffic in Google Analytics. By doing this, you are able to see analytics for individual Facebook ad campaigns that you run.
How to Add a URL Parameter
To do this, build a tracking URL parameter through Google’s Campaign URL Builder. These URL parameters help you as a marketer understand the effectiveness of your ads.
Simply follow these steps on the Campaign URL Builder form and Facebook to find success!
- Type in the website URL
- Choose Facebook as your Campaign Source
- Choose a Campaign Medium, with “CPC” recommended
- Give your campaign a unique Campaign Name, potentially incorporating the date
- Insert Campaign Terms and Campaign Content (optional)
- Click on Generate URL – This will give you a tracking parameter for the URL
Here is an example:
- Copy the portion of the URL after the “?” (in Power Editor interface)
- Go to the Facebook Ad Page where you build the campaign
- Click on the “show advanced” option
- Where it says URL parameters, paste the copied URL from Step 7
- Save the ad
Now that you have a tracking parameter connected with your Facebook ad, you can track the performance of the ad in Google Analytics.
What Does This Do?
These parameters are highly useful for marketers, as they can:
- Identify the source of your ad traffic
- Determine which ads help drive a conversion
- Show you which ads were not successful, saving you time and money in future efforts
URL parameters are also ideal for ads that link to destinations off of Facebook, such as your website, or to another promoted Facebook post.
When you go into Google Analytics follow these steps:
- Go to Acquisitions > Overview
- Click on “All Traffic”
- Click on “Source/Medium”
You should see “Facebook/CPC” or a similar title, like so:
This is important because the big catch with Google Analytics is that if you don’t use tracking parameters, your Facebook traffic will tend to look like organic traffic or possibly social traffic. This could lead to you not being able to note the difference in your paid campaign.
- Now, with the CPC parameters, you can click on the field “Facebook/CPC” and look at the metrics
- You can add multiple campaigns into this and see multiple Facebook ads that you have run and compare the differences in traffic and conversions
Want to Learn More?
We hope this overview can help you find success in running your Facebook ad campaigns. For more information, check out Facebook Business to further your insights on implementing successful Facebook ad campaigns.
In the meantime, here are some other helpful blog posts about Facebook, PPC, and more:
- PPC Basics You Should Know
- Paid Facebook Basics Webinar for Marketing Managers (Recap)
- 7 Ways to Enhance Your PPC Landing Pages
- Which Paid Channel Is Best for Your Industry?
And as always, reach out to your favorite digital marketing specialists here at Sixth City Marketing.