Customer Attribution with FB Ads

[amy_pairess]

Hello! I ran a Facebook Ad Campaign which led to some conversions on my site. How do I figure out which specific orders/customers were attributed to the Ad?

[Pam_Murphy]

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@amy_pairess wrote:

Hello! I ran a Facebook Ad Campaign which led to some conversions on my site. How do I figure out which specific orders/customers were attributed to the Ad?

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Hey Amy , 

Knowing where your website traffic is coming from is a must. I would recommend you using URL parameters. This can help you understand the efficiency of your Facebook campaigns by using UTM parameters in your Facebook Ads.

The best way to get started is to use the Google URL builder: https://ga-dev-tools.appspot.com/campaign-url-builder/

Here you enter different parameters and will generate your UTM parameter, once you get it you can copy it and use it in your ad. 

After you created the UTM parameter you can go to Shopify Conversion tracking, it would give you an overview of your customer’s behavior toward your ad.  You can see different information such as total visits to your store in the last 30 days,  customer's first visit to your store, total number of visits the customer has made to your store and more. 

For more detail information you can check this article: https://help.shopify.com/en/manual/orders/conversion-summary

Hope it helps you out!

[amy_pairess]

Hi! Thanks for the response.

We did have the URL parameters set up, but the conversion summary in Shopify didn't attribute any conversions to FB ads, even though FB did claim to generate some conversions. 

Perhaps this is due a difference in how the two do attribution?

[Josh_Uebergang]

Amy, that's possible. Shopify Analytics is its own (closed) system so no one knows how it really works plus it will lead to some natural variance compared to other analytics systems. I suggest doing what you learned above (for UTM parameters) combined with Google Analytics. Use the Sales performance report in the Ecommerce section of Google Analytics. Add a secondary dimension of what you want to the report to see what campaigns lead to what sales.

[AccountifyApp]

Our new app can help you track your profit after your Facebook ad spend and also track the profitability of each order. 

https://apps.shopify.com/accountify

[mike_signorella]

Hello Amy,

My company ThoughtMetric built a Shopify app that does exactly as you describe. Simply connect your Facebook Ads account and your Shopify store and it will tell you which specific orders and customers were attributed to which ads. You can check us out here https://thoughtmetric.io/ 

I would love to give you a demo of the product and learn more about how we can help!