Those who advertise via Facebook easily count themselves rich. Facebook's standard tracking has conversions based on clicks on an ad (within 28 days) and people who have seen an ad – but have not clicked – (within 24 hours). measurement differences with, for example, Google Analytics. How does Facebook measure Facebook measures conversions via the Facebook pixel. When you have implemented it, you can measure conversions based on, among other things, visits to the thank you page after conversion. The cookie time (time between click on ad and purchase) is set to 28 days by default. This differs little from the default values of, for example, Google Ads and Google Analytics both 30 days.
However, Facebook also "claims" conversions based on ad impressions to individuals who have completed a purchase within 24 hours. All conversions that meet the above rules are counted in Facebook, while Analytics handles this differently. How does Google Analytics measure In Google the phone number list same Analytics, conversions are assigned by default according to the 'last click principle'. Paths can be viewed in various reports and attribution models (including first click vs last click) can be compared. Whichever model is used, measurements from Facebook are fundamentally different from those from Google Analytics. Google Analytics sees the path a visitor has taken and then assigns a conversion to a channel or multiple channels, depending on the attribution model.
Facebook only looks at its own channel and whether the thank you page has been seen. In concrete terms, this means that Google Analytics will never attribute more conversions to Facebook than Facebook does itself. In fact, The problem Attributing conversions via other measurement scripts is almost always a problem. The same scenario applies to Google Ads, when using its own Ads conversion script. The big problem with Facebook lies in the 'view-through conversions', or the conversions that Facebook assigns when an advertisement is seen and people make a purchase that same day. Google Analytics does not see those conversions at all. After all, Google Analytics measures clicks, not views. This can cause very large differences and sometimes lead to a doubling of the number of conversions.