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Unlock Facebook Ads CPA and ROAS for Placements in Google Analytics

google analytics cost analysis report site source and placement breakdown
Get CPA and ROAS for dynamic {{site_source_name}} and {{placement}} breakdowns in Google Analytics.

Since the iOS14 Privacy update, Facebook has moved to an aggregated event measurement model (AEM) which has made Facebook Ad breakdowns pretty much useless for conversion data.

You can still view breakdowns for in platform metrics such as cost, clicks, impressions and views however, you cannot analyze conversion performance using breakdowns.

To make matters worse, Facebook recommends you measure conversions on the campaign level. Since estimated conversions rely on data that has been aggregated at the campaign level there is a low probability of accurate conversion distribution across ad sets and ads.

We’re not disputing the value of Facebook Ads as an effective marketing channel however, the iOS14 privacy update has forced us to get more creative with measurement to understand what is driving success.

Can you Get Site Source and Placement Breakdowns in Google Analytics?

Not all breakdown data is lost. You can easily create location and demographic segments, in conjunction with imported and blended cost data, to measure CPA and ROAS across locations and demographics in Google Analytics.

However, there are two high value breakdowns you cannot build segments off of in Google Analytics to measure CPA and ROAS. These two valuable breakdowns are Site Source and Placement.

Site Source – can be used to measure the most valuable sites your ads are served on i.e. Facebook or Instagram

Placement – can be used to understand the most valuable placements i.e. Facebook mobile feed, right hand column, marketplace etc

You can – measure session and conversion performance for campaigns, ad sets and ads in Google Analytics. Just add {{site_source_name}} and {{placement}} dynamic parameters for your Facebook Ad UTMs.

There is one drawback – you get no visibility into ROAS and CPA performance on these breakdowns without cost data mapped back to Facebook Ad breakdowns.

The good news is – we’ve just released Dynamic Data Connectors. With Dynamic Data Connectors you can get CPA and ROAS for dynamic {{site_source_name}} and {{placement}} breakdowns in Google Analytics.

How does Cost Data Mapping Work for Static UTMs?

Let’s take a step back and review how UTM values are passed into GA and how these are mapped to Facebook Cost Data.

When you append UTM parameters using one of the six pre-defined UTM Parameter fields, they are identified by Google Analytics, decoded and mapped to standard dimensions.

If you then format your cost data import using the exact same UTM values, your cost, impression and click data automatically blends with session and conversion data in Google Analytics.

Note: You can learn how our system automatically blends cost and session data here.

The Challenge with Dynamic UTM Parameter Values

Mapping cost data back to dynamic Facebook UTM Parameters is challenging. This is primarily because there is no way of identifying the resolved value until a user clicks on the link or CTA of an ad within a specific platform or placement.

For example, if a user clicks on an an ad in the right column placement the resolved value passed to Google Analytics will be Facebook_Right_Column. On the other hand, if they click on an ad in the mobile newsfeed the resolved value is Facebook_Mobile_Feed.

This makes formatting cost data imports challenging since cost data imports will have to account for all dynamic variations to automatically map session and conversion data in Google Analytics.

Mapping Facebook Cost, Click and Impression Data for Dynamic UTM Parameter Values

To overcome this challenge we released a new Dynamic Data Connector.

Dynamic Data Connectors use reverse data mapping to format cost data imports for the {{site_source_Name}} and {{placement}} dynamic parameters which does the following:

  1. Pulls cost, impression and click breakdowns via the Facebook API.
  2. Translates the returned API breakdown value to match the click resolved breakdown value.
    • For example making sure that all API breakdown Values that resolve on click as Mobile_News_Feed in Google Analytics are translated to Mobile_News_Feed.
  3. Formats cost data imports using the resolved UTM values to match session data.
  4. Sends dynamically formatted cost data to Google Analytics.

Unlock CPA and ROAS for Dynamic Breakdowns

With the release of Dynamic Data Connectors you can now use Facebook’s dynamic {{site_source_name}} and {{placement}} parameters.

Unlock breakdowns and start measuring CPA and ROAS for your Facebook Ads in Google Analytics. Start free 🚀

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Here is an example of what the cost analysis report looks like using Dynamic Data Connectors.

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