Why do the clicks between Web Analytics and Ads Manager differ from Meta?
First of all, it is important that the web analytics key figure Clicks is not compared with all clicks in the Ads Manager. Only link clicks should be considered and not other click interactions that do not lead to the target page being called up.
Even if the matching (link) click metrics are compared with each other, deviations are common. This applies to all common web analytics solutions, as there are technical restrictions when switching from app to browser.
App redirects: When users click on an ad in the Facebook or Instagram app, they can be redirected from the app to an external browser (e.g. Safari or Chrome). During this transition, tracking parameters are not always applied correctly, especially if the transition is interrupted or if privacy settings are activated that restrict external tracking. Additionally installed browser extensions for ad and tracking blocking can also prevent click measurement during the transition.
In-app browser: Facebook and Instagram usually open links in their own in-app browsers. Some tracking parameters may be removed during this redirect, especially on iOS devices where privacy policies restrict tracking more. Sharing the link from the in-app browser may also result in parameters being removed.
Bouncer: Meta can directly measure the click on the ad, while web analytics solutions rely on the target page actually being called up, at least until the associated tracking code has been fully loaded. This usually only takes a few milliseconds, but can also take longer depending on the reception situation. Quite a few users leave the page again immediately after clicking. In this respect, the click metric in web analytics corresponds to the actual views of the target pages.
In total, these effects lead to the deviations. Here are further explanations of the special restrictions for iOS users:
App Tracking Transparency (ATT) and its impact on Facebook ad tracking
With iOS 14.5 and later, Apple introduced ATT, which requires apps to obtain explicit permission from users before tracking them across other apps and websites. If a user rejects tracking, Facebook is restricted in what it can pass on in the event of forwarding. As a rule, this primarily affects parameters such as fbclid, which could pass on information about the user in various apps. This can lead to incomplete or filtered URLs, as these parameters are filtered out in accordance with Apple’s privacy policy.
Safari’s Intelligent Tracking Prevention (ITP) and its impact on Facebook ad tracking
ITP blocks cross-site tracking, meaning it restricts tracking attempts that could track users across websites, including some tracking parameters if they are categorized as tracking identifiers. Although ITP mainly affects cookies, it can also restrict tracking parameters, especially if the parameter is categorized as a cross-site tracking date.
Especially when Facebook ad clicks are made on iOS, these data protection mechanisms can lead to tracking parameters being removed or not being passed on correctly to etracker analytics. As a result, information on the medium, campaign, etc. is not assigned and clicks and conversions are categorized as “type-in” or “direct” traffic if the tracking parameters are removed or blocked.
Possible solutions to reduce these restrictions
To minimize the impact of these iOS privacy restrictions, we recommend the following strategies:
1. hybrid tracking with and without cookies: Use the default setting for consent-free tracking in etracker analytics. Make sure that consent management does not block the display of the etracker code. The easiest way to do this is with the integrated etracker consent manager.
2. tracking via a separate domain: The option in etracker analytics makes it possible to prevent data loss due to ad and tracking blockers. It also helps against ITP-related cookie restrictions.
3. dual Facebook conversion tracking: With the help of the etracker tag manager, Facebook pixels can be conveniently controlled after consent. In addition, conversions can be uploaded from etracker analytics to Facebook on the server side. Although this does not solve the discrepancies in click measurement, it ensures maximum conversion data in the ad manager and thus optimizes ad control.
By understanding these technical limitations and implementing workarounds, it is possible to get the most out of the external measurement of Facebook ads. This enables essential evaluation and control options, even if it is not a complete solution.