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Understand information in your reports and troubleshoot reporting issues such as self-referrals, (not set) data, and inaccurate information
 
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Data discrepancies between Analytics and Facebook/Twitter

Visitor ✭ ✭ ✭
# 1
Visitor ✭ ✭ ✭

Good Afternoon,

 

I am a bit concerned about a data discrepancy between Google Analytics and Facebook/Twitter. I paid for a Twitter ad and a Facebook ad that both lasted around a week or so. The Twitter campaign said it had gained 334 link clicks to my website whilst the Facebook one said it achieved 52.

 

However, when I look on Google Analytics for the same period, it says that 48 people came to the site via Facebook and just 26 came through Twitter. Now I am far from an expert in analytics so I'm not sure if I may have something set wrong but I am perplexed as to how or why this has happened.

 

Any help would be greatly appreciated.

 

Regards,

 

Aaron

2 Expert replyverified_user

Re: Data discrepancies between Analytics and Facebook/Twitter

Top Contributor
# 2
Top Contributor
Are you using UTM parameters on the links or are you relying on Facebook/Twitter to pass the correct referral information? Lots of reasons why it could come from other 'sources' or direct or even not appear at all. UTM parameters help a lot in that regard.
Mike Sullivan, Google Analytics Top Contributor
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Re: Data discrepancies between Analytics and Facebook/Twitter

Visitor ✭ ✭ ✭
# 3
Visitor ✭ ✭ ✭
UTM say what now? Remember I'm a bit of a novice so treat me like an idiot
(it shouldn't be too difficult!)

Re: Data discrepancies between Analytics and Facebook/Twitter

Top Contributor
# 4
Top Contributor
:-)) If you add parameters to the end of the URL links you post in social media, regardless of how people read the messages, if they click the link, it will always provide the source and campaign parameters you set in the link. Otherwise you are relying on the user's browser to tell you where it came from to build the referral -- something that is not very reliable.
The URL Builder tool:
https://support.google.com/analytics/answer/1033867?hl=en
Best practices article:
https://support.google.com/analytics/answer/1037445
Mike Sullivan, Google Analytics Top Contributor
Was my response helpful? If yes, please mark it as the ‘Best Answer.’ Learn how here.

Re: Data discrepancies between Analytics and Facebook/Twitter

Top Contributor
# 5
Top Contributor
Hi Aaron,

additionally, you may take a look at [1, 2] to get a sense of possible reasons that Facebook data isn't adding up.

Christoph

[1] http://www.ppchero.com/why-facebook-and-google-analytics-conversions-dont-add-up/
[2] https://searchenginewatch.com/2016/02/16/11-reasons-why-your-facebook-ad-measurement-is-messed-up/