Conversion value from Facebook Ads campaign is usually measured in attribution 7 days after the click and 1 day after the ad was displayed. This means that if, for example, a user sees an ad on a mobile device today (but does not necessarily click on it), and next day goes directly to the store website from a laptop and makes a conversion – the system will credit such a transaction. In Google Analytics set in the attribution “last click” such a purchase will be attributed as a direct entry.
You may change the default attribution setting from “7+1” to, e.g. “1+1” – (1 day after click, 1 day after display), “7” – (7 days after click) or “1” – (1 day after click). The attribution is set for a specific target chosen with the client.
Google Ads campaign results are usually measured as “last-click” and the “cross-device” model does not work here. This means that even if you click on an ad on a mobile device and make a purchase on the same day from another device, the system will not attribute it in its source.
When analyzing results, you should generally not compare Facebook Ads to Google Ads. These are two separate sources, so it is worth considering them separately. Comparison may lead to wrong conclusions.
There are situations where Facebook Ads performs better than Google Ads. All results should be interpreted individually for each brand.
Still have doubts and would like to talk more about attribution? Contact us!