#статьи
Почему не совпадают данные в Facebook и Google Analytics, как не ошибиться и не потратить деньги впустую. Рассказывает Антон Рыбин.
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Руководитель отдела маркетинга интерактивного агентства «Космос-Веб».
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Руководитель отдела маркетинга интерактивного агентства «Космос-Веб».
об авторе
Аналитик-визуализатор. Любит маму, гардемаринов и BI-системы, сторонник автоматизации процессов. Адепт систематизации и структуризации — иногда пугает неокрепшие души словами Agile и Scrum.
В статье объясню, почему не совпадают данные в этих двух системах. В тексте мы используем такие сокращения: Facebook* — Fb, Google Analytics — GA.
Практически постоянно можно наблюдать расхождение в данных по кликам в Fb и сессиям в GA.
Клик — это хит (взаимодействие пользователя) с рекламой в Fb, в то время как в GA сессия — это набор данных хитов от одного пользователя, сгруппированных вместе.
Facebооk отслеживает клики, Google Analytics — сессии.
Счетчик GA не срабатывает на посадочных страницах при переходе с рекламы из Fb — это происходит по разным причинам.
В итоге в аналитических отчетах мы видим, что Facebook* отслеживает клики, в то время как в отчетах GA таких переходов нет.
Причины, по которым не срабатывает счетчик GA:
- код счетчика установлен неправильно;
- отсутствует код отслеживания;
- с кодом отслеживания всё в порядке, но возникают проблемы клиент/сервер.
Огромное количество людей заходят в Facebook* через приложение. А для мобильных приложений не передавать реферер — в порядке вещей.
По умолчанию модель атрибуции в GA основана на одном браузере и одном устройстве. Как только пользователь меняет устройство, GA отмечает его как нового пользователя, пока не произойдет сопоставление.
В Fb заложен принцип мультибраузерности и нескольких устройств.
Вы не можете использовать Facebook* до тех пор, пока не залогинитесь. Поэтому отслеживание пользователей в Fb очень эффективно — независимо от того, каким устройством вы пользуетесь. По этой причине бывают расхождения между отчетами по продажам в Fb и в GA.
Ваши данные в GA точны до тех пор, пока не произошло сэмплирование данных. При этом потери могут составлять от 10 до 80 процентов.
В результате невозможно полностью доверять данным Google Analytics. И конечно же, они не будут совпадать с тем, что вы видите в Facebook*.
Все эти особенности могут привести к потере денег и неправильным решениям. Будьте внимательны.
* Решением суда запрещена «деятельность компании Meta Platforms Inc. по реализации продуктов — социальных сетей Facebook и Instagram на территории Российской Федерации по основаниям осуществления экстремистской деятельности.
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<div class="header-banner topBanner" data-type="header" style="display: block; position: sticky; top: 0; z-index: 999;">
<a data-source="165322" data-banner="226288" class="universal-notice js-universal-notice-notice universal-notice--webp universal-notice--bitrix universal-notice--active" href="https://skillbox.ru/sale/main/?utm_source=media&utm_medium=banners&utm_campaign=all_all_media_banners_banners_header_all_all_skillbox" target="_blank" style="--banner-bg: #5927E9;--banner-color: #fff;--button-font-color: #000000;--button-bg-color: #FFFFFF;--banner-img-left: url(https://cdn.skillbox.pro/mainsite/banners/promo_picture_left/602754/f9ac17dd-a1d4-46c6-aa14-4f7b949defd1.png);--banner-img-left-webp: url(https://cdn.skillbox.pro/mainsite/banners/promo_picture_left/602754/f9ac17dd-a1d4-46c6-aa14-4f7b949defd1.webp);--banner-img-center: url(https://cdn.skillbox.pro/mainsite/banners/promo_picture_center/602507/232fc4a5-b130-4af2-a629-bdb293a4dd2e.png);--banner-img-center-webp: url(https://cdn.skillbox.pro/mainsite/banners/promo_picture_center/602507/232fc4a5-b130-4af2-a629-bdb293a4dd2e.webp);--banner-img-center-mobile: url(https://cdn.skillbox.pro/mainsite/banners/promo_picture_center/602507/232fc4a5-b130-4af2-a629-bdb293a4dd2e.png);--banner-img-center-mobile-webp: url(https://cdn.skillbox.pro/mainsite/banners/promo_picture_center/602507/232fc4a5-b130-4af2-a629-bdb293a4dd2e.webp);--banner-img-right: url(https://cdn.skillbox.pro/mainsite/banners/promo_picture_right/602755/ad7a7fe5-b8d3-47a3-885b-51a7971c12a9.png);--banner-img-right-webp: url(https://cdn.skillbox.pro/mainsite/banners/promo_picture_right/602755/ad7a7fe5-b8d3-47a3-885b-51a7971c12a9.webp);">
<span class="universal-notice__wrapper">
<b class="universal-notice__title">
Скидка до 55% и 3 курса в подарок
</b>
<span class="universal-timer js-universal-notice-timer js-universal-notice-active">
<span class="universal-timer__days js-universal-notice-days">2 дня</span>
<span class="js-universal-notice-hours">13</span>
:<span class="js-universal-notice-minutes">30</span>
:<span class="js-universal-notice-seconds">09</span>
</span>
<span class="universal-notice__button">Выбрать курс</span>
</span>
</a><script>
document.addEventListener('DOMContentLoaded', () => {
// Установите конечную дату
const deadline = new Date();
deadline.setDate(5);
deadline.setHours(0, 0, 0);
// Найдите элементы DOM
var timer = document.querySelector('.universal-timer');
const elDays = timer.querySelector('.js-universal-notice-days');
const elHours = timer.querySelector('.js-universal-notice-hours');
const elMinutes = timer.querySelector('.js-universal-notice-minutes');
const elSeconds = timer.querySelector('.js-universal-notice-seconds');
// Функция обновления таймера
const updateTimer = () => {
const now = new Date();
let diff = Math.max(0, deadline - now);
if (diff === 0) {
let lastDayOfMonth = new Date(now.getFullYear(), now.getMonth() + 1, 0);
let lastDay = lastDayOfMonth.getDate();
if (lastDay - now.getDate() < 4) {
deadline.setMonth(deadline.getMonth() + 1, 1);
} else {
deadline.setDate(deadline.getDate() + 4);
}
diff = Math.max(0, deadline - now);
}
// Time calculations for days, hours, minutes and seconds
var days = Math.floor(diff / (1000 * 60 * 60 * 24));
var hours = Math.floor((diff % (1000 * 60 * 60 * 24)) / (1000 * 60 * 60)).toString();
var minutes = Math.floor((diff % (1000 * 60 * 60)) / (1000 * 60)).toString();
var seconds = Math.floor((diff % (1000 * 60)) / 1000).toString();
if (timer) {
let dayTitles = ['день', 'дня', 'дней'];
let daySuffix = dayTitles[(days % 100 > 4 && days % 100 < 20) ? 2 : [2, 0, 1, 1, 1, 2][days % 10 < 5 ? days % 10 : 5]]
elDays.innerHTML = days + ' ' + daySuffix;
elHours.innerHTML = hours.padStart(2, '0');
elMinutes.innerHTML = minutes.padStart(2, '0');
elSeconds.innerHTML = seconds.padStart(2, '0');
}
};
updateTimer();
const timerId = setInterval(updateTimer, 1000);
});
</script>
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<li class="info-item"> <time class="info-text" datatime="#">21 авг 2019</time></li>
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<h1 class="article-preview__title">Несовпадение данных в Facebook и Google Analytics</h1>
<p class="article-preview__description">Почему не совпадают данные в Facebook и Google Analytics, как не ошибиться и не потратить деньги впустую. Рассказывает Антон Рыбин.</p>
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Антон Рыбин </div>
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<p class="stk-reset">В статье объясню, почему не совпадают данные в этих двух системах. В тексте мы используем такие сокращения: Facebook* — Fb, Google Analytics — GA.</p>
<h3 class="stk-reset stk-theme_26309__style_medium_header"><strong class="stk-reset">1. Клики в Fb и сессии в GA — это совершенно разные метрики</strong></h3>
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<p class="stk-reset ">Практически постоянно можно наблюдать расхождение в данных по <strong class="stk-reset">кликам в Fb</strong> и <strong class="stk-reset">сессиям в GA</strong>.</p>
<p class="stk-reset "><strong class="stk-reset">Клик </strong>— это хит (взаимодействие пользователя) с рекламой в Fb, в то время как в GA <strong class="stk-reset">сессия </strong>— это набор данных хитов от одного пользователя, сгруппированных вместе.</p>
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<h3 class="stk-reset stk-theme_26309__style_medium_header"><strong class="stk-reset" data-gtm-vis-has-fired-10171822_255="1">2. Код GA иногда не срабатывает на посадочных страницах</strong></h3>
<p class="stk-reset ">Счетчик GA не срабатывает на посадочных страницах при переходе с рекламы из Fb — это происходит по разным причинам.</p>
<p class="stk-reset ">В итоге в аналитических отчетах мы видим, что Facebook* отслеживает клики, в то время как в отчетах GA таких переходов нет.</p>
<p class="stk-reset ">Причины, по которым не срабатывает счетчик GA:</p>
<ul class="stk-reset stk-theme_26309__pad_hor_1" data-ce-tag="list">
<li class="stk-list-item stk-reset " data-ce-tag="list-item">код счетчика установлен неправильно;</li>
<li class="stk-list-item stk-reset " data-ce-tag="list-item">отсутствует код отслеживания;</li>
<li class="stk-list-item stk-reset " data-ce-tag="list-item">с кодом отслеживания всё в порядке, но возникают проблемы клиент/сервер.</li>
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<h3 class="stk-reset stk-theme_26309__style_medium_header"><strong class="stk-reset" data-gtm-vis-has-fired-10171822_255="1">3. GA иногда помечает трафик из Fb как «Прямые заходы»</strong></h3>
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<p class="stk-reset ">Огромное количество людей заходят в Facebook* через приложение. А для мобильных приложений не передавать реферер — в порядке вещей.</p>
<h3 class="stk-reset stk-theme_26309__style_medium_header"><strong class="stk-reset" data-gtm-vis-has-fired-10171822_255="1">4. Кардинальная разница моделей атрибуции Fb и GA</strong></h3>
<p class="stk-reset ">По умолчанию модель атрибуции в GA основана на одном браузере и одном устройстве. Как только пользователь меняет устройство, GA отмечает его как нового пользователя, пока не произойдет сопоставление.</p>
<p class="stk-reset ">В Fb заложен принцип мультибраузерности и нескольких устройств.</p>
<p class="stk-reset ">Вы не можете использовать Facebook* до тех пор, пока не залогинитесь. Поэтому отслеживание пользователей в Fb очень эффективно — независимо от того, каким устройством вы пользуетесь. По этой причине бывают расхождения между отчетами по продажам в Fb и в GA.</p>
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<h3 class="stk-reset stk-theme_26309__style_medium_header"><strong class="stk-reset" data-gtm-vis-has-fired-10171822_255="1">5. Сэмплирование данных в GA</strong></h3>
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<p class="stk-reset ">Ваши данные в GA точны до тех пор, пока не произошло сэмплирование данных. При этом потери могут составлять от 10 до 80 процентов.</p>
<p class="stk-reset ">В результате невозможно полностью доверять данным Google Analytics. И конечно же, они не будут совпадать с тем, что вы видите в Facebook*.</p>
<p class="stk-reset ">Все эти особенности могут привести к потере денег и неправильным решениям. Будьте внимательны.</p>
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</html><html><div class="meta_notify"><p><sup>*</sup> Решением суда запрещена «деятельность компании Meta Platforms Inc. по реализации продуктов — социальных сетей Facebook и Instagram на территории Российской Федерации по основаниям осуществления экстремистской деятельности.</p></div></html>
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