Are you experiencing a reporting discrepancy between your ad platforms and merchant platforms? It's a common challenge faced by many marketers. Ad platforms like Facebook Ads Manager and Google Analytics often report different numbers than merchant platforms like Shopify, making it difficult to get a clear picture of your website's performance. In this blog post, we'll show you how to sort through the data discrepancies and get a more accurate picture of your website's performance.
Set up proper tracking: Proper tracking is essential to ensure that you're capturing all of the relevant data. Make sure that you have proper tracking set up for all of your marketing channels, including Facebook, Google, and Shopify.
Use consistent attribution models: Consistent attribution models across all platforms will ensure that credit is assigned consistently. Use a tool like Google Analytics to track all of your marketing channels and use the same attribution model for all of them.
Use UTM parameters: UTM parameters are tags that you add to the end of a URL to track the source and medium of traffic. Use the Google URL Builder tool to generate UTM parameters and track the source and medium of the traffic across all platforms.
Check for data discrepancies: Compare the data from different platforms and identify any discrepancies. Look for patterns in the discrepancies and try to identify the root cause.
Analyze the data: Analyze the data to identify trends and insights. Use tools like Google Analytics, Facebook Ads Manager, and Shopify analytics to identify which channels are driving the most traffic and conversions.
Focus on the big picture: Focus on the metrics that matter most to your business, such as revenue, conversion rate, and customer acquisition cost. Use tools like Google Analytics to set up conversion tracking and measure the performance of your website and marketing channels.
By following these steps, you can sort through the data discrepancies and get a more accurate picture of your website's performance. Use this data to make informed decisions about your marketing strategy and optimize your campaigns for maximum performance.
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