A new Facebook attribution reporting feature has been added in your Business Manager account. Google Analytics, has been our go-to solution for tracking each visit. Now, those same attribution models are available on Facebook.
In a nutshell, this new reporting shows accounts for each visit leading up to a conversion. This gives you a holistic view of the traffic your website received. It attributes it to the different types of traffic; coming from paid ads, organic, and direct.
If your links are using UTM (Urchin Tracking Module) parameters for Google Analytics, they will carry over into the new reporting. If you are not using UTM parameters, you should be. Without them, you are flying blind and not effectively tracking your traffic.
There are several options for attribution windows like there is in the normal Facebook Ad Reporting.
There are also advanced settings which allow you to change how direct visits are attributed.
By default, they will not credit direct visits. In this case, only paid and organic touchpoints are credited. If there are no paid or organic touchpoints before conversion, then the conversion will be attributed to direct.
Facebook has some great resources walking you through the setup of Facebook Attribution. They also have a more detailed explanation under the Basics in the menu.
Check one of our most popular episodes on Conversion Optimization…
Kevin is a marketing consultant specializing in paid traffic on networks such as Facebook, YouTube, Twitter, LinkedIn and Google AdWords. When he is not in front of a computer screen, he enjoys cooking on his Big Green Egg, or trying to grow vegetables.