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ENDLICH BESSERE REPORTINGS
So bringst du die Zahlen
von Google und Facebook
näher zusammen
@Michaela Linhart
Mimi
Schatz
@Michaela Linhart
Sportnahrung
@Michaela Linhart
@Michaela Linhart
R€ICHW€IT€
@Michaela Linhart
R€ICHW€IT€
CONV€R$ION$
@Michaela Linhart
R€ICHW€IT€
CONV€R$ION$
$KALI€R€N
$€£
@Michaela Linhart
@Michaela Linhart
Facebook lügt!
@Michaela Linhart
@Michaela Linhart
Google Analytics sagt
auch nicht die Wahrheit!
@Michaela Linhart
@Michaela Linhart
Facebook
überschätzt sich...
@Michaela Linhart
Google Analytics
unterschätzt Facebook...
@Michaela Linhart
Wo liegt die
W A H R H E I T ? ? ?
@Michaela Linhart
Tekki
Check
@Michaela Linhart
Analyse
Check
Tekki
Check
Setup
Check
@Michaela Linhart
Analyse
Check
Tekki
Check
Setup
Check
Analyse
Check
@Michaela Linhart
Tekki
Check
Analyse
Check
Tekki
Check
Setup
Check
Analyse
Check
Tool
Check
@Michaela Linhart
Tekki
Check
Analyse
Check
18 Gründe für
Datendifferenzen
zwischen FB und GA
@Michaela Linhart
Z I E L
@Michaela Linhart
Datendifferenzen reduzieren
Z I E L
@Michaela Linhart
Datendifferenzen reduzieren
Bessere Analysen / Reportings
Z I E L
@Michaela Linhart
Datendifferenzen reduzieren
Bessere Analysen / Reportings
Vertrauen in FB und GA
Z I E L
@Michaela Linhart
Datendifferenzen reduzieren
Bessere Analysen / Reportings
Vertrauen in FB und GA
Ausgezeichnete Argumente
Z I E L
@Michaela Linhart
Tekki
Check
Setup
Check
Tool
Check
@Michaela Linhart
Tekki
Check
Analyse
Check
#1
Unterschiedliche Tools,
unterschiedliches Tracking
@Michaela Linhart
Datendifferenzen gibt es
IMMER!
@Michaela Linhart
#2
Unterschiedliche
Messmethoden
@Michaela Linhart
@Michaela Linhart
@Michaela Linhart
½ LÖSUNG:
User-ID Feature in
Google Analytics
(oder vielleicht bald Google Signals)
@Michaela Linhart
https://www.facebook.com/business/help/1514986562050806
@Michaela Linhart
#3
Facebook Klicks
!=
Google Analytics Sessions
@Michaela Linhart
@Michaela Linhart
@Michaela Linhart
@Michaela Linhart
#4
Attribution
@Michaela Linhart
@Michaela Linhart
View Click Click
LÖSUNG:
FB Click-Through Conversions
mit GA Conversions vergleichen
(FB View-Throughs aus Analyse ausschließen)
@Michaela Linhart
#5
Conversion
Attributionsfenster
@Michaela Linhart
@Michaela Linhart
LÖSUNG:
Einheitliches Branchen-
Produkt-bezogenes
Attributionsfenster wählen
@Michaela Linhart
#6
Conversion
Zeiterfassung
@Michaela Linhart
@Michaela Linhart
LÖSUNG:
Finale Analyse erst nach
Ablauf des Attributions-Zeitraums
@Michaela Linhart
KEY TAKEAWAY
@Michaela Linhart
KEY TAKEAWAY
Es wird IMMER Datendifferenzen geben.
@Michaela Linhart
KEY TAKEAWAY
Es wird IMMER Datendifferenzen geben.
FB View-Throughs aus Analyse ausschließen.
@Michaela Linhart
KEY TAKEAWAY
Es wird IMMER Datendifferenzen geben.
FB View-Throughs aus Analyse ausschließen.
Finale Analyse erst nach Ablauf des
Attributions-Zeitraums möglich.
@Michaela Linhart
Tekki
Check
Setup
Check
Tool
Check
@Michaela Linhart
Tekki
Check
Analyse
Check
#7
Ad Blocker
(Facebook)
@Michaela Linhart
@Michaela Linhart
Facebook Google Analytics
@Michaela Linhart
@Michaela Linhart
#8
Cookie Blocker
(Google Analytics)
@Michaela Linhart
@Michaela Linhart
#9
Referrer
@Michaela Linhart
@Michaela Linhart
LÖSUNG:
Kampagnenparameter
https://de.womensbest.com/
?utm_campaign=XYZ
&utm_source=facebook
&utm_medium=paid_social
@Michaela Linhart
#10
URL Redirects
@Michaela Linhart
@Michaela Linhart
LÖSUNG:
Short URLs
@Michaela Linhart
@Michaela Linhart
@Michaela Linhart
-70%
@Michaela Linhart
#11
HTTPS vs HTTP
@Michaela Linhart
@Michaela Linhart
LÖSUNG:
(Kampagnenparameter + Short URLs)
Umstieg auf HTTPS
@Michaela Linhart
#12
Tracking Code korrekt
eingebaut?
@Michaela Linhart
@Michaela Linhart
FB Pixel
Helper
TIPP
@Michaela Linhart
@Michaela Linhart
Google Tag
Assistant
KEY TAKEAWAY
@Michaela Linhart
KEY TAKEAWAY
UTM-Parameter nutzen.
@Michaela Linhart
KEY TAKEAWAY
UTM-Parameter nutzen.
IMMER mit Short-URLs arbeiten.
@Michaela Linhart
KEY TAKEAWAY
UTM-Parameter nutzen.
IMMER mit Short-URLs arbeiten.
Tracking überprüfen.
@Michaela Linhart
Tekki
Check
Setup
Check
Tool
Check
@Michaela Linhart
Tekki
Check
Analyse
Check
#13
Gleiche Währung
in beiden Tools?
$€£
@Michaela Linhart
#14
Gleiche Zeitzone
in beiden Tools?
@Michaela Linhart
#15
Umsatz in beiden Tools
gleich getrackt?
@Michaela Linhart
#16
Google Analytics
Filter überprüfen
@Michaela Linhart
@Michaela Linhart
#17
GTM überprüfen
@Michaela Linhart
@Michaela Linhart
#18
Google Analytics
Queryparameter überprüfen
@Michaela Linhart
@Michaela Linhart
Tekki
Check
Setup
Check
Analyse
Check
Tool
Check
@Michaela Linhart
Tekki
Check
Analyse
Check
-70%
@Michaela Linhart
Zeitzonen
Zuordnungsproblem
~10%
FB Ad Blocker ~3%
GA Cookie Blocker ~3%
Klicks vs. Sessions ~8%
Geräte Wechsler ~4%
TOTAL ~28%
@Michaela Linhart
TO SUM UP
@Michaela Linhart
Unterschiedliche Tools
für unterschiedliche Ziele
@Michaela Linhart
Facebook für
Kampagnen-Optimierung
@Michaela Linhart
Google Analytics für
Customer-Journey Analysen
@Michaela Linhart
@Michaela Linhart
MCF
Analysen
Die ultimativeDatendifferenzCheckliste
https://bit.ly/2OMpwKM https://bit.ly/2E59wzn
Download
now
@Michaela Linhart
THANK YOU
Michaela Linhart
MSC MBA
Data Analyst, Women’s Best
michaela.linhart@womensbest.com
+ 43 / 512 31 23 45 - 37
@Michaela Linhart

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2018 #afbms - Datendifferenzen zwischen Google Analytics und Facebook