Your Facebook Campaigns Might Not Be Performing As Well As You Think

A common problem with Facebook conversion tracking is that a significant amount of conversions, sometimes up to 30%, are double-counted. I hear many people complaining, “Facebook is over-reporting”.

If you seem to have fewer email leads or sales than Facebook is showing, it may be your website’s fault and not Facebook’s.

The good news is that there is an easy fix.

In order to apply this solution, you need to have your basic “digital plumbing” in place. If you are not yet using Google Tag Manager, you are missing out on a game changer for your online analytics. Sign up for this free tool developed by Google.

By using Google Tag Manager, you never have to interfere with your website code again if you want to:

  • Add a new ad platform
  • Do A/B testing,
  • Set up or improve tracking
  • Place any JavaScript code on your page

The reason Facebook often double-counts conversions is that people do not know what to do on the thank-you page. If you provide your email or buy something, you usually end up on a page saying “thank you”. This page is generally a dead end. Many people hit refresh on it or backspace, which often triggers the conversion tracking pixel to fire more than once.

You can avoid this problem if you use Google Tag Manager to deploy a session cookie on the page the first time a conversion happens. Every time the page loads, Google Tag Manager will check if this cookie exists and, if it does, it won’t fire the conversion pixel again.

You or your developer can implement this strategy in 10 minutes and it will improve Facebook’s reporting accuracy significantly. All you need is the code below:

This code checks if a cookie called “lead” already exists on the page. In this case, it returns false. Google Tag Manager can use this information to decide whether or not it reports a sale or sign-up to Facebook.

Even if you don’t have this double reporting issue, it’s always a good idea to use Google Tag Manager to deploy your pixels. It makes your website slightly faster, makes it easier to deploy code without the assistance of a developer, and improves the tracking quality substantially.

Have you encountered this issue before? How has Google Tag Manager helped you and your business?