Resetting Ads that are Actively Learning
The Facebook API only allows UTMs to be set by ‘replacing’ the ad creative which means that updating or generating UTMs for Active Ads will be recognized by Facebook as a ‘significant edit’ and ads could revert to the ‘Learning phase progress.’
For most users, this should not cause any issues since ads are typically tagged at the onset of a campaign.
Clicks (All) vs. Link Clicks
Since looking at platform data mapped to session data is focused on how well direct response ads are driving traffic to your website EasyAutotagging pulls Link Clicks (only clicks that go out to the site) as opposed to Clicks (All) (any click on the post or link).
You can read more about the differences in the Facebook help section.
Facebook Cost Data not Matching Ads Manager
We have seen Facebook autocorrect metrics over a period of 24 – 48 hours.
These changes are usually minimal but can be why you would see some small differences when looking at data with a date range through yesterday.
EasyAutoTagging imports cost data daily with a lookback window of 3 days to ensure that value is updated to reflect any adjustments Facebook has made.
Changing Campaign Values in Facebook (Profiles)
Unfortunately, it is not possible to dynamically update data retroactively in Google Analytics.
Google Analytics assigns your website user and session attribution at the time of the site visit.
For this reason, Facebook UTMs are static, and they do not reflect changes made on Facebook dynamically unless the ads are tagged new.
The best practice is to have a defined naming convention from the onset.
Changing Campaign Values in Facebook (Initiatives)
Facebook Cost, Impression and Click data are pulled directly from Facebook and imported daily into Google Analytics.
For this reason, any changes to Facebook campaign values will affect its respective connection group parameter value (i.e., Campaign Name, Ad Set Name) and will be different in Google Analytics from the date the changes are applied (not retroactive).
Best practice is to have a defined naming convention from the onset to ensure that all cost and session data correctly maps in GA.
Cost Data Not Showing – Google Analytics 24 – 48-hour Delay
Most imports show almost instantly once processed in GA.
However, there can be a 24 – 48-hour delay before the data shows up in your reports.
Unfortunately, this is directly dependant on Google Analytics processing and updating the data.
Facebook Conversion vs. Google Analytics Conversions
Facebook conversions will never match Google Analytics Conversions.
Facebook attributes conversion given the defined window (default 28 days post click 1-day post view) whereas Google Analytics being cookie based attributes the conversion to the source closest to the conversion.
I explain the differences and how one can alternatively look at this in depth in Understanding Facebook vs. Google Analytics Conversion Attribution.