Why not use Facebook analytics?
The advantage of doing this in Google Analytics, rather that on Facebook's own reporting, is that you can look at the multi-channel impact of Facebook Ads, and link the Facebook spend to actual sales as measured on your ecommerce platform.
Other benefits of the connection include:
- Enterprise-level reporting on marketing channels and product performance
- Complete view of how your ad spend contributes to product and subscription revenues
How to connect
1. Connect your Facebook Ads account
Our step-by-step connection guides you through how to add the right permissions to export the campaign data from Facebook and import it into Google Analytics.
From the Littledata app to Connections tab > Facebook Ads, click the "CONNECT" button and follow the steps.
2. Set unique UTM parameters for each ad set
You need to set a unique tracking URL for every 'Ad Set' in Facebook, using Google Analytics' UTM parameters in the URL. We recommend using a different
utm_campaign for each Facebook Campaign and a unique
utm_content for each Ad Set in Facebook.
You can put the parameters either in the
URL parameters field in the Ad Set editor, or in the
Website URL itself.
We audit the campaign tagging is set up, and give you a tagging tool to cut and paste URLs into Facebook Ads.
You can choose whatever campaign naming makes sense for your business, but the tagging tool will default to:
utm_source = facebook
utm_medium = cpc
Read more about campaign tagging.
3. Analyse the campaign performance
Once the cost data is imported correctly you have two options:
- Activate our Facebook Ads report pack to see return on investment, multi-channel attribution and more in Littledata's app
- Build your own reports to calculate return on ad spend using the raw data in Google Analytics
How it works
After the Littledata app is connected to your Facebook business account, we run a daily task to transform the performance of all the active Ad Sets into a CSV document that is imported into the chosen Google Analytics account. We import the ad clicks, ad costs and ad impressions. If your campaign tagging is correct, the traffic and ecommerce events will be linked with the different ad groups.
If you don't set up campaign tagging in step 2, we will still import the overall ad spend into Google Analytics, as source 'Facebook', but you won't be able to split by campaign or ad set.