{"id":70696,"date":"2020-06-26T13:26:52","date_gmt":"2020-06-26T11:26:52","guid":{"rendered":"https:\/\/internetrepublica.com\/?p=70696"},"modified":"2020-07-07T08:03:40","modified_gmt":"2020-07-07T06:03:40","slug":"por-que-no-cuadran-las-conversiones-de-facebook-con-las-de-google-analytics","status":"publish","type":"post","link":"https:\/\/internetrepublica.com\/blog\/por-que-no-cuadran-las-conversiones-de-facebook-con-las-de-google-analytics\/","title":{"rendered":"\u00bfPor qu\u00e9 no cuadran las conversiones de Facebook con las de Google Analytics?"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Al hacer campa\u00f1as de Facebook con objetivo conversiones es muy habitual detectar que las cifras que nos indica el Business Manager de la red social no coinciden con las que nos da Google Analytics o la plataforma de anal\u00edtica web que utilicemos.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u00bfPor qu\u00e9 ocurre esto?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Lo m\u00e1s l\u00f3gico es pensar que el problema venga por una mala implementaci\u00f3n del p\u00edxel de Facebook o del c\u00f3digo de seguimiento de Google Analytics, pero la realidad es que la mayor\u00eda de veces esto no es el origen del problema.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aunque no est\u00e1 de m\u00e1s realizar un chequeo para confirmar que la medici\u00f3n est\u00e1 correctamente implementada, lo primero que debes revisar son los modelos de atribuci\u00f3n que est\u00e1n utilizando cada una de las plataformas, ya que si estos no son exactamente el mismo, es imposible que los datos de conversiones coincidan.<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">\u00bfQu\u00e9 modelos de atribuci\u00f3n utilizan Facebook y Google Analytics?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Si no lo has configurado de otra forma, Facebook por defecto est\u00e1 atribuy\u00e9ndose una conversi\u00f3n en los siguientes casos:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Si el usuario compra durante las siguientes 24 horas tras visualizar un anuncio (aunque no haya hecho clic ni interactuado con \u00e9l)<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Si el usuario compra durante los 30 d\u00edas posteriores a hacer clic en el anuncio<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Es muy importante destacar que <\/span><span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/www.facebook.com\/business\/help\/2209246689400175?id=768381033531365\"><span style=\"font-weight: 400;\">Facebook no considera clics \u00fanicamente a los que se realizan para visitar la landing page<\/span><\/a><\/span><span style=\"font-weight: 400;\"><span style=\"color: #ff6600;\">,<\/span> sino que tambi\u00e9n se atribuir\u00e1 las conversiones que se realicen 30 d\u00edas despu\u00e9s de que el usuario de a \u201cMe gusta\u201d en anuncio, lo comenta o lo comparte, \u00bfsab\u00edas esto? \ud83e\udd37\u200d\u2642\ufe0f<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Tambi\u00e9n es interesante conocer que Facebook atribuir\u00e1 internamente la conversi\u00f3n al \u00faltimo anuncio con el que el usuario haya interactuado y, en el caso de que el usuario no haya interactuado con ning\u00fan anuncio, asignar\u00e1 la conversi\u00f3n al \u00faltimo que vio.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Es cuanto menos interesante constatar que a la hora de atribuirse ventas a la plataforma est\u00e9n al mismo nivel una impresi\u00f3n y un clic, mientras que cuando hay que atribuir la venta a un anuncio, pesen m\u00e1s las interacciones.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Por su parte, Google Analytics atribuye la conversi\u00f3n a un canal o fuente de adquisici\u00f3n de tr\u00e1fico seg\u00fan el siguiente criterio:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">La conversi\u00f3n se asigna a la fuente de la sesi\u00f3n en la que se produce la conversi\u00f3n, excepto si la fuente es directo. En ese caso, se mira si el usuario hubiese llegado anteriormente por otra fuente de tr\u00e1fico que no sea directo en los treinta d\u00edas anteriores y se otorga la conversi\u00f3n a dicha fuente. Solo si no hubiese otra fuente de tr\u00e1fico conocida, se asignar\u00e1 la conversi\u00f3n al tr\u00e1fico directo.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Puede verse que es claramente un modelo centrado en reducir el peso del tr\u00e1fico directo en lo que a conversiones se refiere.\u00a0<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Entonces, \u00bfc\u00f3mo podemos saber el dato correcto de conversiones?<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">La realidad es que ambos datos son correctos, el problema viene al comparar datos que est\u00e1n obtenidos con modelos de atribuci\u00f3n diferentes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">En mi opini\u00f3n lo que debemos hacer es tener claro c\u00f3mo se est\u00e1n atribuyendo las conversiones en las distintas plataformas que utilizamos y, siempre que utilicemos m\u00e1s de una, analizar los datos de forma agregada en nuestro sistema de anal\u00edtica web o, incluso en nuestro CRM, ya que todas las plataformas de anuncios y medios pagados utilizan sistemas de atribuci\u00f3n que maximizan los resultados que consiguen para intentar parece m\u00e1s rentables.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aunque sea imperfecto, Google Analytics y su \u00faltimo clic indirecto son en este caso los m\u00e1s ecu\u00e1nimes y de los que yo me fiar\u00eda.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Adem\u00e1s, en Google Analytics <\/span><span style=\"color: #ff6600;\"><a style=\"color: #ff6600;\" href=\"https:\/\/support.google.com\/analytics\/answer\/6148697?hl=es&amp;ref_topic=3205717\"><span style=\"font-weight: 400;\">puedes cambiar el modelo de atribuci\u00f3n<\/span><\/a><\/span><span style=\"font-weight: 400;\"> y adaptarlo a\u00fan m\u00e1s a la realidad de tu negocio, pero es ya otro debate.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Al hacer campa\u00f1as de Facebook con objetivo conversiones es muy habitual detectar que las cifras que nos indica el Business Manager de la red social&#8230;<\/p>\n","protected":false},"author":6,"featured_media":70702,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","inline_featured_image":false,"footnotes":""},"categories":[1069,119,120],"tags":[162,319],"class_list":["post-70696","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-google","category-seo","category-social-media","tag-analytics","tag-facebook"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>\u00bfPor qu\u00e9 no cuadran las conversiones de Facebook con las de Google Analytics? 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