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.
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 –
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!