Social media marketing is an interesting profession. SMM thrives with good creative, which in turn drives high engagement for the content promoted. An ad with good creative can receive plenty of engagement, as likes, comments, and even shares.

While this can be a good thing for brand-oriented campaigns if your goal is conversion-oriented, this doesn’t always correlate with actual website conversions. This claim has been made when Instagram star @Arii (with over 2M followers) failed to drive 36 T-shirt sales.

To test the impact of such promoted content, an advertiser can use UTM tagging to analyze incoming traffic to the site with Google Analytics. The challenge with such measurement is that not all users will actually click through on the ad, and might actually visit your site from another channel, e.g. Organic search. Another challenge is that users might engage with a post on a certain device, and then visit your site on a different one, an interaction Google Analytics will isn’t able to identify properly.

Advertisers can also create a campaign targeting users that engaged with their page.

The framework

To close the loop on these user interactions we need to be able to reference data from both our Facebook Page and Pixel. To achieve this, we can use a feature in Facebook’s Business Manager called ‘Event Source Groups’. This feature enables advertisers to group together various data sources to create a unified view of their data.

Once we have the unified data, we can…

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