July 1st, 2019 min read
"One of the most frustrating aspects of marketing right now is over-attribution when comparing Facebook reports to Google reports.
Over-attribution is when you log into Facebook and it tells you it earned you $100,000 in a period, then Google says it earned you $100,000 in that same period. But $100,000 x 2 = $200,000, and you only received $125,000 worth of orders during that same time period.”
This reporting scenario that Meaghan Connell, CEO and co-founder of Praxis Metrics, shared has the ability to send chills down most Facebook advertiser’s back.
It brings up the inevitable question, “Why does the attribution data in Facebook not match the data in Google Analytics?”
It’s not hard to explain the answer—it’s more that the answer isn’t black-and-white, and can often raise more questions for digital marketers and our clients.
Ultimately, Facebook and Google are two competing businesses with their own proprietary tracking and are diametrically opposed.
Meaghan puts it …