Troubleshooting Facebook Ads Analytics vs Shopify Analytics Discrepancies

Why Do Discrepancies Occur?

1. Attribution Models

• Facebook utilizes a different attribution model compared to Shopify. It's common for Facebook to credit visits to your website for users who've only seen an ad, but they didn't actually click on it. This leads to inflated click metrics within Facebook Ads that won’t be reflected in Shopify.
• In contrast, Shopify is typically more conservative in its reporting as it waits until the user makes a measurable action, like completing a purchase.
• For instance, if Facebook reports 100 link clicks while Shopify shows only 30 visitors, a significant part of the discrepancy stems from Facebook's broader view of what constitutes engagement.

2. Cookie Consent & Tracking Limitations

• Users who are cookie-averse or who have blockers active may not get accurately tracked across both platforms, which can result in skewed analytics.
• When ads lead to your Shopify store from platforms like Facebook or Instagram, users who decline cookies might not trigger the appropriate events in Shopify.
• Always ensure compliance with regulations like GDPR which can affect tracking capabilities. If you're finding that analytics aren't counting all users accurately, this could be where your challenges lie.

3. Bot Traffic

• Ad fraud is something that quietly claims a lot of online advertising money. Bots can inflate click numbers on Facebook Ads without leading to real engagements. Such clicks wouldn’t translate into visits on Shopify, causing a vast disparity.
• So the more you investigate, the more likely it becomes you'll find some ads being credited to bots clicking on them instead of potential customers. This could be a crucial area to assess if your numbers look off.

4. Page Load Times

• Did you knew it? A slow-loading page can cause potential customers to click away before the Shopify tracking code fires. Ideally, tracking pixels should be fired up on page load, but if the user navigates away, that data gets lost. Thus, your Facebook report may show the clicks, but Shopify doesn’t show a corresponding visit.
• Monitoring the loading speed of your landing pages along with in-depth analytics can help address this issue effectively.

5. User Behavior

• The way people interact with ads can differ vastly across audiences. Sometimes a user hits on an ad but leaves without interacting (e.g., they don’t scroll down to load all page elements). If the traffic on the Shopify side indicates a smaller number than Facebook's metrics, it might be that users clicked but did not stay to explore.
• Understanding your audience can help optimize strategies and even determine which campaigns truly perform, leading to more qualified traffic.

How to Troubleshoot the Discrepancies

1. Analyze Attribution Settings

• In your Facebook Ads settings, adjust your attribution settings to match your goals. You might need to analyze the difference between click and impression attribution, which is crucial for obtaining data that aligns with your campaigns.
• Understand different click attribution windows and ensure they align with your marketing funnel and Shopify settings.

2. Implement UTM Parameters

• Be sure to implement UTM parameters in your Facebook ads. This allows you to track traffic sources more accurately in Google Analytics or even Shopify. Proper tracking can help allocate the right traffic to the correct source channels.
• UTM tagged URLs help Shopify attribute traffic more accurately, ensuring that the clicks from Facebook are passed appropriately.

3. Scrutinize the Drop-off Rates

• If Shopify shows drops in visitor counts in comparison to what Facebook displays, checking for page interactions may provide insight. Look into your analytics to identify possible drop-off points.
• Reducing drop-off rates through website optimization (like enhancing load speeds and UX) can better retain visitors coming from your ads.

4. Use Conversion Tracking Tools

• Consider deploying tools like Facebook Pixel and Google Tag Manager to keep an eye on which events are firing and if they match expected behavior. Ensure these tools are properly configured to accurately capture data from ad clicks all the way through to conversion.
• For example, invest time to verify that purchase confirmations register in both Facebook Ads & Shopify properly, ensuring your details are in sync.

5. Address Cookie Consents

• Keep user privacy in mind by opting for software that complies with GDPR and other regulations while ensuring tracking pixels appropriately monitor users who’ve consented to cookies.
• This could mean updating your cookie banner or privacy settings, so prospects don’t slip through the cracks.

Embracing Technology: Enter Arsturn

Why Arsturn?

• Instant Engagement: With an AI-powered chatbot, customers get immediate responses, leading to improved engagement.
• Data-Driven Decisions: Collect insights about your audience's concerns which can then inform your marketing strategy. Knowing whether visitors linked from Facebook engaged or left without conversion can guide your ad spending.
• No Coding Necessary: You can set up your bot in a matter of minutes, focusing on your brand while it handles FAQs.
• Multiple Language Support: Arsturn supports 95 languages, allowing you to communicate effectively with a global audience.

Conclusion