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Could these URL tracking parameters be causing data discrepency between Facebook Ads and Google Analytics?

Problem:

  • We’re seeing a lot of traffic from (direct) / (none) in GA whenever a Facebook Ads campaign is launched — it’s always the top source/medium pair.

  • In second place, there’s some fb / Facebook_Mobile_Feed etc. showing up, so it’s definitely registering. The direct drops a lot as soon as campaigns are paused.

We’ve tried: fixing GTM/pixel bugs, checking the URLs for redirects, or if something weird is going on our WordPress-SPA subdomain combo etc.

Could the following UTM template that’s been set up in Facebook be affecting this?

?utm_source=&utm_medium=&utm_campaign=&utm_content=

I typically set the utm_source as facebook, and medium as cpc, but that shouldn’t cause a data discrepancy like this, no?

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