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GMP-Con 2019 - Facebook & Google Analytics in Love - Michaela Linhart (e-dialog)

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Du schaltest Facebook und Instagram Ads und nutzt Google Analytics aber aus irgendeinem Grund passen die Reporting-Zahlen nicht zusammen? In diesem Workshop erfährst du warum und wie du deine Datendifferenzen bereinigen kannst.

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GMP-Con 2019 - Facebook & Google Analytics in Love - Michaela Linhart (e-dialog)

  1. 1. @Michaela Linhart Facebook & Google Analytics IN LOVE 😍
  2. 2. @Michaela Linhart Michaela Linhart, MSC MBA 👩‍💼 Senior Digital Analytics Consultant, e-dialog 👩‍💻 Blogger, ANALYTICSkiste.blog www.e-dialog.at | linhart@e-dialog.at | +43-1-309 09 09
  3. 3. @Michaela Linhart
  4. 4. @Michaela Linhart
  5. 5. @Michaela Linhart Kampagne X (damals) Clicks Conversions $ FB 6.902 1.814 X
  6. 6. @Michaela Linhart Kampagne X (damals) 😱😥 Clicks Conversions $ FB 6.902 1.814 X GA 983 94 Y ~88% ~95% ~95%
  7. 7. @Michaela Linhart Lügt Facebook?!😱
  8. 8. @Michaela Linhart Facebook übertreibt definitiv!🙄
  9. 9. @Michaela Linhart Sagt Google Analytics die Wahrheit?!🤔
  10. 10. @Michaela Linhart Google Analytics unterschätzt Facebook definitiv!🙄
  11. 11. @Michaela Linhart Wo liegt jetzt also die Wahrheit? 🤷
  12. 12. @Michaela Linhart 18 Gründe für Datendifferenzen zwischen FB und GA 👩‍💻
  13. 13. @Michaela Linhart Ziel😎 ● Datendifferenzen REDUZIEREN ● Bessere Analysen / Reportings ● Vertrauen in GA und FB ● Ausgezeichnete Argumente
  14. 14. @Michaela Linhart #1 Unterschiedliche Tools, unterschiedliches Tracking🤥
  15. 15. @Michaela Linhart Datendifferenzen gibt es IMMER!
  16. 16. @Michaela Linhart #2 FB User👸 vs. GA Cookie🍪
  17. 17. @Michaela Linhart
  18. 18. @Michaela Linhart
  19. 19. @Michaela Linhart ½ LÖSUNG: User-ID Feature in Google Analytics👍
  20. 20. @Michaela Linhart https://www.facebook.com/business/help/1514986562050806
  21. 21. @Michaela Linhart Conversions Gleiches Gerät 1.740 Geräte-übergreifend 74 4.07%
  22. 22. @Michaela Linhart #3 FB Klicks != GA Sessions 🙄
  23. 23. @Michaela Linhart ✓ Klick
  24. 24. @Michaela Linhart ✓ Seite geladen ✓ Pixel gefeuert ✓ Session initiiert✓ Klick
  25. 25. @Michaela Linhart X Session✓ Klick
  26. 26. @Michaela Linhart ✓ Session 30 Minuten
  27. 27. @Michaela Linhart ✓ Klick ✓ Klick ✓ Klick ✓ Session 30 Minuten
  28. 28. @Michaela Linhart ✓ Klick ✓ Session ✓ Session
  29. 29. @Michaela Linhart FAZIT: FB Klicks != GA Sessions → Datendifferenzen wird es IMMER geben!🙄
  30. 30. @Michaela Linhart #4 Attribution🤪
  31. 31. @Michaela Linhart ✓ Klick ✓ View
  32. 32. @Michaela Linhart ✓ Klick ✓ View
  33. 33. @Michaela Linhart LÖSUNG: FB Click-Through Conversions mit GA Conversions vergleichen (FB View-Throughs aus Analyse ausschließen) 🤗
  34. 34. @Michaela Linhart #5 Conversion Attributionsfenster🤨
  35. 35. @Michaela Linhart Kampagnen Attributionsfenster 28 Tage Klick 1 Tag View
  36. 36. @Michaela Linhart 6 Monate Kampagnen Attributionsfenster
  37. 37. @Michaela Linhart LÖSUNG: Einheitliches Branchen- und Produkt-bezogenes Attributionsfenster wählen🧐
  38. 38. @Michaela Linhart #6 Conversion Zeiterfassung🤯
  39. 39. @Michaela Linhart 26.6.2019 27.6.2019
  40. 40. @Michaela Linhart 26.6.2019 27.6.2019
  41. 41. @Michaela Linhart LÖSUNG: Finale Analyse erst NACH ABLAUF der Kampagne + des Attributions-Zeitraums💪
  42. 42. @Michaela Linhart 26.6.2019 Lösung für FB: Attributionszeitraum abwarten + gesamte Kampagnendauer analysieren
  43. 43. @Michaela Linhart 27.6.2019 Lösung für GA: Für Analyse Kampagnendauer + gesamtes Attributionsfenster einschließen
  44. 44. @Michaela Linhart #7 Attributions Modell😕
  45. 45. @Michaela Linhart FB First Attribution
  46. 46. @Michaela Linhart Last Non-Direct Click Attribution
  47. 47. Seite 47
  48. 48. @Michaela Linhart Lösung: Multi-Channel Funnel Analysen statt Standard Reports🥳
  49. 49. @Michaela Linhart
  50. 50. @Michaela Linhart Empfehlung: FB Kampagnen in GA IMMER in den MCT Reports abgleichen!
  51. 51. @Michaela Linhart
  52. 52. @Michaela Linhart Key Takeaway 💡 ● Es wird IMMER Datendifferenzen geben. ● 🍎 mit 🍎 vergleichen. ● Einheitliches Attributionsfenster wählen. ● Finale Analyse NACH Ablauf der Kampagne und des Attributions-Zeitraums. ● MCT Analysen statt Standardreports❗❗❗
  53. 53. @Michaela Linhart #8 Ad Blocker😒 (Facebook)
  54. 54. @Michaela Linhart ✓ Ad Blocker
  55. 55. @Michaela Linhart
  56. 56. @Michaela Linhart #9 Cookie Blocker🤦 (Google Analytics)
  57. 57. @Michaela Linhart ✓ Cookie Blocker
  58. 58. @Michaela Linhart #10 Kein Referrer😮
  59. 59. @Michaela Linhart Referrer
  60. 60. @Michaela Linhart direct
  61. 61. @Michaela Linhart LÖSUNG: Kampagnenparameter😘 https://www.analyticskiste.blog/ ?utm_campaign=gmpcon_cologne &utm_source=facebook &utm_medium=paid_social
  62. 62. @Michaela Linhart #11 URL Redirects😲
  63. 63. @Michaela Linhart ✓ URL mit UTM-Parameter Redirect: l.facebook.com FB Server Magic, Magic X URL OHNE UTM-Parameter Weiterleitung
  64. 64. @Michaela Linhart direct
  65. 65. @Michaela Linhart LÖSUNG: Short URLs🤩🤩🤩
  66. 66. @Michaela Linhart
  67. 67. @Michaela Linhart ✓ Short URL Redirect: l.facebook.com FB Server Magic, Magic ✓ URL MIT UTM-Parameter Short URL URL-Shortener Server Long URL
  68. 68. @Michaela Linhart
  69. 69. @Michaela Linhart FAZIT: IMMER mit Short-URLs und Kampagnenparameter arbeiten 🤩💪
  70. 70. @Michaela Linhart #12 HTTPS vs HTTP😫
  71. 71. @Michaela Linhart HTTPS HTTP Referrer
  72. 72. @Michaela Linhart direct HTTP
  73. 73. @Michaela Linhart LÖSUNG: (Kampagnenparameter + Short URLs) Umstieg auf HTTPS❗❗❗❗❗❗
  74. 74. @Michaela Linhart #13 Tracking Code korrekt eingebaut?🤠
  75. 75. @Michaela Linhart FB Pixel Helper
  76. 76. Google Tag Assistant
  77. 77. @Michaela Linhart Key Takeaway 💡 ● Ad- und Cookie Blocker berücksichtigen. ● IMMER Kampagnenparameter nutzen. ● IMMER mit Short-URLs arbeiten. ● HTTPS❗❗❗❗❗❗ ● Tracking Codes überprüfen.
  78. 78. @Michaela Linhart #14 Gleiche Währung in beiden Tools?😉 $€£
  79. 79. @Michaela Linhart #15 Gleiche Zeitzone in beiden Tools?😇
  80. 80. @Michaela Linhart Problem FB: 😒 Die Zeitzone kann NICHT rückwirkend geändert werden!
  81. 81. @Michaela Linhart Problem GA: 😒 Kann zu Datenverlust führen!
  82. 82. @Michaela Linhart #16 Umsatz in beiden Tools gleich getrackt?🤑
  83. 83. @Michaela Linhart Empfehlung: Abteilungsübergreifend zusammenarbeiten + dokumentieren!
  84. 84. @Michaela Linhart #17 Google Analytics Filter überprüft?😵
  85. 85. @Michaela Linhart #18 🙌 Google Analytics Such-Parameter überprüft?
  86. 86. @Michaela Linhart Kampagne Y (heute)😍🤭 Clicks Conversions $ FB 2.480 123 X GA 1.782 87 Y ~28% ~29% ~29% -70%
  87. 87. @Michaela Linhart ~30% Datendifferenz😬 Zeitzonen Zuordnungsproblem ~10% FB Ad Blocker ~3% GA Cookie Blocker ~3% Klicks vs. Sessions ~8% Geräte Wechsler ~4% ~30%
  88. 88. Über mich Michaela Linhart, MSC MBA Senior Digital Analytics Consultant, e-dialog Blogger, ANALYTICSkiste.blog linhart@e-dialog.at +43-1-309 09 09 www.e-dialog.at www.analyticskiste.blog
  89. 89. @Michaela Linhart Die ultimativeDatendifferenzCheckliste 👉https://bit.ly/2E59wzn
  90. 90. @Michaela Linhart Unsere nächsten Events: ProgrammatiCon 16.-18. Oktober 2019 | Wien Denk weiter. Denk datadriven. ● Tool Trainings, ● Konferenz & ● Deep Dives zu Programmatic Marketing 3-tägiges Fachevent zu Google Analytics & allen Themen der Google Marketing Platform 1.-3. April 2020 | Wien www.analytics-konferenz.atwww.programmaticon.net
  91. 91. @Michaela Linhart Michaela Linhart, MSC MBA 👩‍💼 Senior Digital Analytics Consultant, e-dialog 👩‍💻Blogger, ANALYTICSkiste.blog linhart@e-dialog.at +43-1-309 09 09 -83 www.e-dialog.at Thank you!😍 www.analyticskiste.blog michaela@analyticskiste.blog

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