Google Analytics Audit Test #

31

Analytics conversions attributed to Facebook/Meta/Instagram match Facebook/Meta/Instagram platform conversions

Why It Matters:

Critical to understanding where your traffic is coming from and assigning appropriate credit.

Industries:

All

Checks For:

Accuracy

How accurate is your recent data?

Insight Category:

Attribution

Can you tell which marketing efforts are working?

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Background

A GA4 audit is essential for uncovering missing insights—key data points that organizations don't yet know and can act upon. A well-done audit evaluates both behavioral tracking and traffic attribution, ensuring each is accurate and useful. It also assesses whether the data collected truly supports business decisions and reporting.

Test Detail

This test compares conversions reported in GA4 with conversions reported inside Facebook Ads Manager.

While slight differences are expected due to attribution models and data privacy settings (e.g., iOS tracking restrictions), large discrepancies usually indicate issues such as:

  • Missing or broken Facebook click tracking (fbclid)
  • Incomplete GA4 conversion tracking
  • Delayed or blocked events (e.g., by cookie consent tools or ad blockers)

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Google Analytics audit test results.

How to Conduct This Test

Basic Tests

  • In Facebook Ads Manager, pull conversion data for a recent campaign window (e.g., last 7–14 days).
  • In GA4, go to Reports > Acquisition > Traffic Acquisition, and filter by:
    • Session source/medium = facebook / paid_social
    • Or use UTM campaign names that match your Facebook campaigns.
  • Compare:
    • Total conversion count (GA4 vs. Facebook Ads Manager)
    • Revenue or lead value
  • Use Explore to break down conversions by source/medium and campaign to isolate Facebook traffic.
  • Differences of 10–30% are common. Larger gaps suggest tracking issues.

Automated, Free Audit

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How To Fix

  • Ensure all Facebook ad links include correct UTM parameters:
    • utm_source=facebook, utm_medium=paid_social, utm_campaign=...
  • Confirm that the fbclid parameter is not stripped by redirects or site configurations.
  • Ensure GA4 conversions are firing properly and tied to meaningful user actions (e.g., purchase, form submit).
  • Validate that your site supports cookies and JavaScript for users coming from Facebook—especially on iOS devices.
  • Implement Facebook’s Conversions API alongside browser-based tracking for redundancy and better match rates.
  • Hire a pro to align your Facebook Ads and GA4 data for confident decision-making and true performance visibility.

Tips from a Google Analytics Consultant

Focus on Insights

Every Google Analytics audit should result in a plan for more insights.

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An insight is:

  • something you don't know
  • and can act on to improve performance

The Goal

Identify and remove insight blockers. Don't get tempted to track things you can't act on!

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