Google Analytics & Facebook Pixel
Facebook Pixel Conversions
To track Facebook Conversions, you need to have the Facebook Pixel installed on your site along with standard or custom events set up.
Once the events are in place, you can use standard events to optimize your conversion campaigns.
In addition, you can measure results in your ads manager reporting as well as in your Facebook Pixel analytics.
Facebook Pixel Conversion Attribution
Facebook uses a last-touch attribution model.Meaning that the last click or view of an ad before a conversion, within the defined attribution window, will be attributed to the conversion.
By default, your conversion window is set to 28 days post click and one-day post view.Although you can set post click and post view from a 1-day, 7-day or a 28-day window.
To clarify the last ad a user sees or clicks on before converting, regardless of getting to the site from other sources, will get attributed to that conversion.As long as the conversion occurs within the specified attribution window.
Reporting System Attribution vs Delivery System Attribution
Attribution for the reporting window is defined on the ad account level.This shows what ads drove conversions in your ad manager reports based on the specified ad account attribution window. You define attribution for the Delivery System on the ad set level.
Facebook uses the Delivery System attribution window to optimize conversion campaigns.The collected data determines what ads to show users that will most likely convert within the Ad Sets specified attribution window.
Google Analytics Conversions
Google Analytics typically tracks Conversions such as goals for leads or soft conversions or e-commerce for product sales.
GA as a reporting platform provides a wealth of on-site user behavior and insights as to how users navigate the site and walk through the funnel before converting.
Google Analytics Conversion Attribution
Google uses a last-touch attribution model assigning conversions to the most recent source from which the user came.
However, we can still access attribution insights.These help us understand how the user converts once they reach the website.