If you’ve ever tried Facebook Ads and tried to match up the numbers in Google Analytics the numbers are way off. One of the biggest problems is what I call a “super bounce”. The visitor clicks your ad and the landing page you send them to loads slow, so they hit the back button. Your website was slow enough that it didn’t even load your Google Analytics trigger, so this visitor was a ghost but Facebook will still charge you for that click. The following numbers are from one of my clients Facebook Ads Account from April, 2017.
2,571 Clicks Reported From Facebook Ads
1,487 Unique Clicks Reported From Facebook
1,847 Clicks Reported From Google Analytics
850 New Users From Facebook According To Google Analytics.
So how do you measure this? How do I know what’s correct? You can look at your Google Analytics and see bounce rate and average pageviews, etc… , but I have a real problem with bounce rates. If I visit your website and spend 15 minutes reading a page unless I click another link on your website I will be counted as a bounce and “0” time on site.
So to combat this problem I add a bunch of cool stuff to my landing page, and we will be measuring this starting yesterday.
This is what your website really looks like on a mobile phone. It's usually very long, and now we can figure out what our visitors do.
Thanks to Google Tag Manager, we are measuring the following on this website:
Now we will know who really bounced because we will measure scroll depth. Even a visit doesn’t scroll at all that’s a bad visit for us. So there are 5 things we will measure:
- Visitors Who Didn’t Scroll
- Visitors Who Scrolled 25%
- Visitors Who Scrolled 50%
- Visitors Who Scrolled 75%
- Visitors Who Scrolled 100%
The video is an important part of this campaign we are running, and we want to know if people are watching it. We could have ran a “Video Preroll” campaign but I’m not a fan of that. People hate being forced to watch a video, so here we give them the option. When the visitor lands on the page they have the option to click play. Here is what we are recording:
- Visitors Who Click The Play Button
- Visitors Who Clicked The Pause Button
- Visitors Who Watched The Video To The End.
Isolated Website Clicks To Measure Intent
As a visitor lands on the page we can easily find out what they are looking for. As they scroll down they will have several options to click, depending on what they are looking for. In this case, we are measuring:
- Clicks To Main Website
- Truck Shoppers
- SUV Shoppers
- Car Shoppers
- Misc. Shoppers
Once this data starts rolling in we can easily see what campaigns are bringing who.
Other things to measure:
- Click To Call. Anyone who clicks to call from the website using a mobile phone.
- Contact Forms: We didn’t add them to this page because we want to send traffic to their main website, and I obviously have tons of measuring going on there as well. I have another client that has a contact form on the landing page, and each submission will be counted.
When I set-up this form, I have form submissions redirected to a “Thank You” page. This makes it extremely easy to track conversions using simple Google Analytics. I simply set that page up as a goal, and I don’t have it connected to the website so people don’t accidentally go to it. I also no index, no follow it so search engine won’t list it. Lastly, I be sure to exclude it from my sitemap. Now the only way people will see that page is if they fill out a contact form.