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Learn to identify referral spam traffic, as well as best practices to reduce referral spam in your Google Analytics account
 
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Source / Medium

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Hi,

 

I am running a campaign on facebook to generate traffic to particular pages on my website. The only source generating traffic to this particular page is my current facebook campaign, and possibly a small amount of organic search. The UTM tag have at the end of the link in my ad is: ?utm_medium=social&utm_campaign=SD_SiteTraffic_201612_Camp_FB&utm_source=facebook-paid

 

I'm finally at a point where the number of clicks from facebook is matching up very closely to the number of GA sessions which is great, but 3/4 of my traffic is unattributed (ie. source/medium = (direct) / (none)). I am assuming (given the GA sessions numbers closely match the number of clicks in FB and FB is the only channel I'm using to generate traffic) that all of the traffic is coming from FB, and everyone is using the UTM tracked link. So I can't for the life of me figure out what is causing the (direct) / (none) issue. 

 

GA.PNG

 

Can anyone help?

1 Expert replyverified_user

Source / Medium

Top Contributor
# 2
Top Contributor

Hi,

 

can you check how the pageviews are divided among new vs returning?

 

In those direct / none cases the utm parameters are not present. Do you have several links pointing to this page? You have checked that all those links produce the parameters?

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To make bad day worse, spend it wishing for the impossible

Antti Nylund, Google Analytics Top Contributor
Did my answer solve your issue? If yes, please mark it as the ‘Best Answer.’ Otherwise keep on asking.

Source / Medium

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭

Thanks for your reply Antti. The breakdown is 80% new and 20% returning.

 

 

The FB ads is the only thing generating traffic and this is UTM tagged. Looking forward to hearing back from you.

Source / Medium

Top Contributor
# 4
Top Contributor

I found this:

 

"Many third-party tracking providers use referrer URLs to credit conversions back to ads. These providers generally under-report Facebook conversions by about 40%. This is due to the fact that roughly 40% of people browse Facebook using HTTPS instead of HTTP and when someone clicks on an ad on Facebook and converts on a site, the referrer cannot be recorded since they left an HTTPS environment and entered an HTTP environment."

https://www.facebook.com/business/help/147965221941551

 

So if your site is http it would definitely explain the direct/none because that is where the traffic goes in https --> http cases

 

However a small reminder:

Even though 213 is very conveniently in both reports you must remember that clicks that happen in FB are totally different thing than page views in GA. For example I can click your advert and then refresh the page 5 times for whatever reason and the stats would be 1 and 5. And you can see that other sources contributed to that 213 that are legitimate.

 

Only solution is that you need to put your site under https. It will cost you and require some effort but recommended. (if it is not already in which case we need to keep on digging)

 

--
To make bad day worse, spend it wishing for the impossible

Antti Nylund, Google Analytics Top Contributor
Did my answer solve your issue? If yes, please mark it as the ‘Best Answer.’ Otherwise keep on asking.