Analyze Facebook revenue metrics in GA
Analyze Facebook revenue metrics in GA
1. Add Google Analytics tracking parameters to the links in your Facebook Ads.
Navigate to the ad level in Facebook Ads Manager and click on Build a URL parameter under website URL. Enter facebook as the Campaign Source parameter and cpc as the Campaign Medium parameter. Enter {{campaign.name}} as the Campaign Name parameter, this will automatically pass the campaign name through to Google Analytics. Enter {{adset.name}} as the Campaign Name parameter, this will automatically pass the ad set name.
2. Make sure that Google Analytics ecommerce tracking is activated on your website.
3. In Google Analytics, go to Acquisition > All traffic > Source/Medium and click on E-commerce just above the chart to view revenue metrics for your Facebook campaigns.
Traffic from your Facebook Ads will be listed under facebook / cpc. The Revenue metric shows all the revenue from your Facebook ads. The Transactions metric shows the total amount of completed purchases. The Avg. order value metric shows the average value of transactions.
4. Click on facebook / cpc and then on Secondary Dimension > Campaign to see the revenue metrics for individual Facebook campaigns.
5. Click on Secondary Dimension > Content to see the revenue metrics for individual Facebook ad sets.
6. Compare the revenue and the ad spend of the entire Facebook ads channel and calculate the ROI.
Compare it to other paid advertising channels and decide whether the investment in Facebook Ads is justified. Make the same ROI calculation on the campaign and ad set level. Pause the campaign and ad sets with poor ROI.