Depending on your point of view, Facebook is either the best or the worst form of advertising. Looking at Facebook’s metrics alone, you’ll see many ads credited with driving conversions. However, if you compare these numbers to another platform such as Google Analytics, you will likely see vastly different results because Facebook tends to be very generous in their reporting. In this article, we will take a look at how to account for over-reporting on Facebook and determine whether Facebook or Google Analytics attribution models are better for your business.
Who Gets Credit for the Sale?
Let’s consider a scenario. Imagine a user is scrolling Facebook and they see your ad for sunglasses. They click on the ad, but decide not to purchase. A week later, that same user remembers your ad, and searches for your business on Google. After performing this search, the user clicks on a Google Shopping ad, and buys the sunglasses. In this situation, who should get credit for the sale: Facebook or Google Ads?