Ads Manager shows data tracked by Meta (ad clicks, pixel data) while Google Analytics (GA) is able to measure number of sessions, transactions, and their revenue. In ROI Hunter, you can see all the data from both these sources together and more, to use them for evaluation as well as automation. To learn how you can connect your Google Analytics to ROI Hunter, click here.
Google Analytics tracking of ads is based on UTM parameters, a special type of URL tags that are part of the URL address. ROI Hunter adds UTM parameters to ad links by default. You can manage default settings within each Virtual Account.
If you want to modify parameters for all ads in a campaign you are just creating, you can make this change in the Campaign Creation, under Tracking.
For campaigns that are actively running, you can edit the parameters for each ad in the Edit Ad window. Please keep in mind that the Edit Ad window does not display utm_id parameter as it is handled automatically and modifying it could negatively affect Google Analytics data pairing to your ads.
Google Analytics environment
The parameters you’ve set to track can then be seen in Google Analytics:
utm_campaign as Campaign
utm_source as Source
utm_medium as Medium
utm_content as Ad content
utm_id as Campaign Code
You can then measure the performance of all Meta campaigns or specific campaigns and combine the dimensions to see the data you need.
For example, your campaign metrics will look like this on your Google Analytics profile:
Pairing GA Data to Ads in ROI Hunter
We use the Google Analytics API to download your data to ROI Hunter. Pairing is done based on a unique identifier in utm_id parameter.
For all ads created or edited in ROI Hunter, we automatically add utm_id parameter {{ad.id}} which is translated to FB ID of the ad. When your ad is displayed to your audience, Meta automatically replaces {{ad.id}} by your Facebook Ad ID.
When creating ads in Ads Manager or any other tool, and you want to see your GA data in ROI Hunter, please always include utm_id parameter within URL parameters. This parameter has to be unique for your ad. If we detect multiple ads with the same utm_id parameter, we cannot properly select the right one. In this case, to avoid duplicated data, we don’t pair the data at all. In Ads Manager, it’s a good practice to also use the dynamic parameter {{ad.id}} for your ad.
Meta Business documentation
Learn more about URL parameters in ad links in Meta Business documentation
Troubleshooting FAQs
I have just connected my Google Analytics profile and I cannot see any data
Make sure that your ads have a unique utm_id parameter set. The data can be tracked from the moment the utm_id parameter is set. If your Ad always contained this unique parameter, we can download the data from up to 30 days before. But if you have set the parameter just today, you can see that data only from today. It also takes some time to download your data. We suggest waiting till the next day.
Google Analytics profile is connected for more than 24 hours and my ad has utm_id parameter. But there is still no data.
Please make sure, that utm_id parameter in your ad is unique, or your ad is using the dynamic parameter utm_id={{ad.id}}. If we detect duplicates, we cannot determine which ad should get the data, so we cannot pair it. Deleting an ad with duplicated URL parameters does not help. Please edit your ad to specify a unique parameter.
If I rename the campaign, will it update the UTM parameters?
See more in Meta Business Documentation in the section Name-based parameters: https://www.facebook.com/business/help/2360940870872492