The evil facebook ad reporting

Recently I started using Facebook Ads for Pothi.com. And ran into a problem that must be familiar to most Facebook advertisers. The click-through numbers reported by Facebook were nowhere close to the numbers reported by Google Analytics.

GoogleAnalytics

So, we searched around and put into place some more tracking setup so that we could have more accurate data on traffic coming from Facebook Ads. But the traffic number tracked on our site was still about only 25% of the Facebook ones.

Then we studied the potential reasons on Facebook’s official page about it.

Some of those are reasonable, but 75% of the traffic not being reported was still too much! Then the following caught our eyes –

EvilFacebook

Umm… What?

Because a person saw my ad on Facebook (correction – Facebook served the ad, whether the person saw or ignored can hardly be known!) and later visited my site, it will be counted as Facebook’s conversion? Even though he didn’t click on the ad.

Pothi.com is not a new venture. We already have many customers, many of whom are on Facebook, many of whom might be served the ad. Later they log in to check the status of their order or their sales dashboard, or to upload a new book, and Facebook takes credit (and money!) for that??

I might even be running other promotions elsewhere. And it is one those other promotions that brought this person to my site. But that too will go to Facebook’s credit (and pocket)?

No wonder my real cost of clicks from Facebook is four times of what they claim.

When I advertised for InstaScribe, since most of the traffic was coming from Facebook ads, I think this problem was not too big. But with Pothi.com, which has an existing user base and traffic, this is just ridiculous. Time to reevaluate Facebook Ads!

This entry was posted in Business & Entrepreneurship and tagged , , by Jaya. Bookmark the permalink.

About Jaya

Jaya Jha is an entrepreneur, a techie, a writer and a poet. She was born and brought up in various towns of Bihar and Jharkhand. A graduate of IIT Kanpur and IIM Lucknow, she realized early on that the corporate world was not her cup of tea. In 2008, she started Pothi.com, one of the first print-on-demand publishing platform in India. She currently lives in Bangalore and divides her time between writing and working on her company's latest product InstaScribe (http://instascribe.com) with a vision to make it the best e-book creation tool. Blog: https://jayajha.wordpress.com Twitter: @jayajha Facebook: http://facebook.com/MovingOnTheBook

4 thoughts on “The evil facebook ad reporting

  1. I came across this same problem one for a client and was very embarrassed as i was quoting numbers way off than what they had from their GA.Thanks very much for this.

  2. Pingback: Will Apple’s paid search product level the playing field for game publishers? | 381test

  3. This kind of view-based attribution seems especially shady given Facebook has over a billion active users. Display ads are very tricky. Have you tried Google Play paid search for your app? I haven’t heard of too many apps which have. I wonder if paid search is more straight forward. I think Apple’s paid search could be very game changing for smaller developers as this post points out- http://venturebeat.com/2016/04/26/will-apples-paid-search-product-level-the-playing-field-for-game-publishers/

  4. Pingback: Will Apple’s paid search product level the playing field for game publishers? | globletechnology

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s