Not sure you trust Facebook’s metrics?
Setting up Google Analytics goals lets you track the traffic and conversions from specific ads on Facebook.
In this article, you’ll discover how to use Google Analytics goals to measure conversions from your Facebook ads.
What Is a Google Analytics Goal?
Google Analytics is a powerful tool for tracking where people are coming from before they land on your website. Let’s suppose you want to take this one step further and record actions people take while they’re on your website. These actions, goals, or conversions can include:
- Subscribe to email list
- View product pages
- Add to cart
- View landing page
Google goals let you apply these powerful analytics to your Facebook ad spend to track the return on investment for your ads.
Set Up Your Google Goal
To get started setting up a Google goal, head over to your Google Analytics account and sign into the website you want to track ads for. Then click the Admin tab at the top of the page.
Once you click Admin, you’ll see three headings on the page: Account, Property, and View. Under View, click the Goals option.
Next, click on the red New Goal button, shown here:
The following image shows the first group of options you’ll see after you click on New Goal. You’ll choose from these options to customize your goal. Scroll all the way down to the bottom and click the Custom radio button. Then click Continue.
Next, you’ll need to tell Google Analytics what you want to track. For example, suppose you’re running a Facebook ad for a blog post you’ve written. You’d click the Destination radio button because you want Google to track conversions from your Facebook ad all the way to a conversion or thank-you page. After you choose a goal type and enter a name for your goal, click the Continue button.
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Now you’re ready for the next step for setting up your goal. In the example, you’ve asked Google to track a destination page. Your full URL is http://domain.com/free-resource-thank-you-page/. Because you’ve already set up Google Analytics tracking on that page, Google doesn’t need the entire address. In the Destination Equals To field, just type in the last part of the URL of the page after the “.com” (/free-resource-thank-you-page/), as shown below.
Under the Destination field for this step, you’ll notice a few additional options you can use to further customize your goal. Here’s a quick rundown of what you can do with them.
Create a Value for Your Goal
Google Analytics lets you set a monetary value for everyone who completes your goal. If the lifetime value of a customer is $127, for example, and your cost per lead on your Facebook ad was $5 per lead, you just made $122 directly from your Facebook ad!
Create a Path or Funnel From Your Facebook Ad
For the example goal, suppose you set the Funnel option to On and you want to track the path people clicking on your Facebook ad would take from the ad all the way to your thank-you page. Here’s what the path might look like:
- People click on your Facebook ad.
- They land on your blog article.
- They like the article so much that they click on a link to join your free resource vault.
- After opting in, they land on your thank-you page, which triggers your destination goal.
Now you’ll know your Facebook ad worked and sent you a qualified customer from a particular path.
Finish making all of your selections to set up your goal, click Save, and let Google Analytics start working its magic on your goal. After your Facebook ad is up and running for a few days (ideally), you can check back on your goals to see how they’re converting for you. To do this, go back to your goals page inside of Google Analytics and see how your ad has converted over the previous week.
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Google Analytics lets you set up goals to track the ROI of your Facebook ads so you’ll know if your ad spend is paying off for you. Implementing this simple strategy can help you save money on your next Facebook ad campaign.
What do you think? Will you consider setting up goals in Google Analytics to track the ROI of your Facebook ads? Please share your thoughts in the comments below.