Attribution Windows: Why Facebook's Data Doesn't Match Google Analytics
This is the argument that happens in every marketing meeting. The Facebook guy says, "We made 10 sales!" The website guy says, "Google Analytics says we only made 5!" Who is right? They are both right. They are just using different clocks.
This is called Attribution.
The 7-Day Click
Facebook's default setting is "7-day click." This means if I click your ad on Monday, think about it for a few days, and then buy on Friday, Facebook says, "I did that! That was me!" It counts the sale.
Google's "Last Click"
Google Analytics usually works on "Last Click." If I click your Facebook ad on Monday, but then on Friday I Google your brand name and click the search result to buy, Google says, "Search did that!"
Who Gets the Credit?
Facebook generated the interest, but Google took the order. You need to understand that Facebook is often the "Assist" player, even if it doesn't get credit for the goal.
Trusting the Trend
Don't obsess over exact matches. Look at the trend. If you spend more on Facebook, does your total revenue go up? If yes, it is working.
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