{"id":426,"date":"2018-07-30T20:00:24","date_gmt":"2018-07-30T13:00:24","guid":{"rendered":"https:\/\/louisandreas.com\/?p=426"},"modified":"2018-07-31T19:07:54","modified_gmt":"2018-07-31T12:07:54","slug":"perbedaan-data-facebook-dan-google-analytics","status":"publish","type":"post","link":"https:\/\/louisandreas.com\/facebook\/perbedaan-data-facebook-dan-google-analytics\/","title":{"rendered":"Tujuh Penyebab Perbedaan Data Facebook dan Google Analytics"},"content":{"rendered":"<p>Bagi yang menggunakan Google Analytics untuk keperluan atribusi, pasti sering menemukan adanya perbedaan data Facebook dan Google Analytics. Tentunya banyak dari teman-teman sekalian yang juga bertanya-tanya apa penyebabnya, namun kesulitan menemukan jawaban yang pasti. Pada kesempatan kali ini kita akan membahas 7 penyebab adanya perbedaan data Facebook dan Google Analytics.<\/p>\n<p>&nbsp;<\/p>\n<h1>Tujuh Penyebab Perbedaan Data Facebook dan Google Analytics<\/h1>\n<p>Berdasarkan pengalaman saya, berikut 7 alasan mengapa data di dashboard Facebook dan Google Analytics akan selalu berbeda:<\/p>\n<p>&nbsp;<\/p>\n<h2>1. Perbedaan\u00a0<em>people\u00a0<\/em>dengan\u00a0<em>cookies<\/em><\/h2>\n<p>Google Analytics melakukan tracking berdasarkan\u00a0<em>cookies<\/em>, yaitu semacam penanda yang tersimpan di browser anda saat anda mengunjungi website tertentu. Google Analytics menggunakan\u00a0<em>cookies<\/em>\u00a0tersebut untuk mengidentifikasi pengunjung website.\u00a0Jadi apabila anda mengganti browser atau menggunakan lebih dari 1 device (misalnya laptop, smartphone, atau tablet), anda akan dihitung sebagai orang yang berbeda.<\/p>\n<p>Facebook melakukan tracking berdasarkan\u00a0<em>people<\/em>. Hampir di semua device dan browser yang kita gunakan, kita terhubung (log in) ke akun Facebook kita. Akun inilah yang digunakan Facebook untuk mengidentifikasi pengunjung website. Jadi walaupun anda mengganti browser maupun device, Facebook tetap bisa mengenali anda sebagai orang yang sama.<\/p>\n<p>&nbsp;<\/p>\n<h2>2. Perbedaan Attribution Model<\/h2>\n<p>Ada <a href=\"https:\/\/support.google.com\/analytics\/answer\/1662518?hl=en\">beberapa pilihan Attribution Model di Google Analytics<\/a>, namun secara default, model yang digunakan adalah <em>last click<\/em>. Kemudian, untuk melakukan tracking sumber traffic dari luar Google Ads, advertiser wajib menambahkan <a href=\"https:\/\/support.google.com\/analytics\/answer\/1033863?hl=en\">UTM Parameter<\/a> pada link URL yang mereka gunakan. Karena memerlukan UTM Parameter, Google Analytics hanya bisa melakukan identifikasi pada konversi dari traffic yang datangnya dari klik link URL.<\/p>\n<p>Secara default, Facebook menggunakan model\u00a0<em>last touch<\/em> dalam melakukan atribusi. Artinya, Facebook tidak hanya menghitung konversi yang datangnya dari klik, namun juga konversi yang dihasilkan oleh audience yang hanya melihat iklan tanpa mengklik iklan tersebut.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-large wp-image-433\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/07\/pilihan-attribution-model-google-analytics-1024x456.jpg\" alt=\"perbedaan data facebook dan google analytics\" width=\"730\" height=\"325\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/07\/pilihan-attribution-model-google-analytics-1024x456.jpg 1024w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/07\/pilihan-attribution-model-google-analytics-300x134.jpg 300w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/07\/pilihan-attribution-model-google-analytics-768x342.jpg 768w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/07\/pilihan-attribution-model-google-analytics.jpg 1350w\" sizes=\"auto, (max-width: 730px) 100vw, 730px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>3. Perbedaan Attribution Window<\/h2>\n<p>Google Analytics secara default menggunakan attribution window (atau lookback window) 30 hari. Kita bisa mengatur window tersebut antara 1-90 hari.<\/p>\n<p>Sedangkan Facebook menggunakan <a href=\"https:\/\/louisandreas.com\/facebook\/memilih-attribution-window-yang-tepat\/\">28 hari setelah klik dan 1 hari setelah melihat iklan<\/a> sebagai attribution window secara default. Berbeda dengan Google Analytics, pilihan window di Facebook terbatas pada 1 hari, 7 hari, dan 28 hari saja.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone size-full wp-image-352\" src=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/06\/pilihan-attribution-window.jpg\" alt=\"facebook attribution window\" width=\"799\" height=\"561\" srcset=\"https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/06\/pilihan-attribution-window.jpg 799w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/06\/pilihan-attribution-window-300x211.jpg 300w, https:\/\/louisandreas.com\/wp-content\/uploads\/2018\/06\/pilihan-attribution-window-768x539.jpg 768w\" sizes=\"auto, (max-width: 799px) 100vw, 799px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h2>4. Membandingkan Clicks dengan Sessions<\/h2>\n<p>Salah satu pertanyaan yang paling banyak dikemukakan ketika membahas perbedaan data Facebook dan Google Analytics yaitu perbedaan antara jumlah klik di dashboard Facebook dengan jumlah sessions di Google Analytics. Perlu diketahui bahwa klik tidak sama dengan sessions, yang artinya bahwa perbedaan antara keduanya adalah hal yang wajar dan oleh karenanya tidak dapat dibandingkan.<\/p>\n<p>Secara default, jeda antar sessions di Google Analytics adalah 30 menit. Artinya, jika seorang user 2 kali mengklik iklan yang sama dalam waktu 30 menit, Facebook akan menghitung sebagai 2 klik namun Google Analytics hanya akan menghitung sebagai 1 session. Sebaliknya, jika seorang user 1 kali mengklik iklan, meninggalkan website tersebut kemudian kembali lagi (tanpa mengklik iklan) setelah 30 menit, Facebook akan menghitung sebagai 1 klik namun Google Analytics akan menghitung sebagai 2 sessions.<\/p>\n<p>&nbsp;<\/p>\n<h2>5. Konversi yang terjadi lebih dari satu kali<\/h2>\n<p>Google Analytics hanya dapat mengasosiasikan satu kali konversi dari satu klik. Sebagai contoh, seorang user mengklik iklan 1 kali, masuk ke sebuah website e-commerce dan melakukan 2 kali pembelian. Facebook akan menghitung 2 kali terjadinya konversi. Google Analytics hanya menghitung 1 kali terjadinya konversi, dengan 1 konversi lainnya dianggap berasal dari\u00a0<em>direct traffic<\/em>.<\/p>\n<p>&nbsp;<\/p>\n<h2>6. Waktu terjadinya konversi<\/h2>\n<p>Misalkan seorang user melihat iklan pada hari Senin. Ia mengklik iklan tersebut, masuk ke sebuah website e-commerce namun tidak melakukan pembelian. Kemudian ia kembali ke website tersebut pada hari Rabu dan melakukan pembelian.<\/p>\n<p>Google Analytics akan menghitung konversi terjadi pada hari Rabu (hari terjadinya konversi).<\/p>\n<p>Facebook akan menghitung konversi terjadi pada hari Senin (hari terjadinya interaksi pada iklan).<\/p>\n<p>&nbsp;<\/p>\n<h2>7.\u00a0<em>Cross-domain tracking<\/em><\/h2>\n<p>Dalam beberapa kejadian, interaksi di dalam website dapat me-<em>redirect<\/em> user ke halaman lain dengan domain yang berbeda. Biasanya terjadi pada website e-commerce atau online travel yang menggunakan sistem\u00a0<em>shopping cart\u00a0<\/em>pada domain yang terpisah dari domain utama.<\/p>\n<p>Pada saat user berpindah domain, UTM Parameter yang digunakan untuk tracking domain pertama tidak akan tersambung pada domain kedua. Akibatnya, konversi yang terjadi pada domain kedua tidak akan diidentifikasi sebagai\u00a0<em>traffic\u00a0<\/em>yang datang dari UTM Parameter yang digunakan.<\/p>\n<p>Sedangkan <a href=\"https:\/\/louisandreas.com\/facebook\/mengenal-facebook-pixel\/\">Facebook Pixel<\/a> dapat melakukan tracking pada domain yang berbeda, asalkan kode Facebook Pixel tersebut dipasang pada kedua domain.<\/p>\n<p>&nbsp;<\/p>\n<h3><em>What do you think?<\/em><\/h3>\n<p>Demikianlah pembahasan mengenai penyebab adanya perbedaan data Facebook dan Google Analytics. Apabila ada pertanyaan atau komentar, jangan ragu untuk menuliskannya pada kolom di bawah ini.<\/p>\n<p><em>Have a great week ahead!<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Bagi yang menggunakan Google Analytics untuk keperluan atribusi, pasti sering menemukan adanya perbedaan data Facebook dan Google Analytics. Tentunya banyak dari teman-teman sekalian yang juga bertanya-tanya apa penyebabnya, namun kesulitan menemukan jawaban yang pasti. Pada kesempatan kali ini kita akan <a href=\"https:\/\/louisandreas.com\/facebook\/perbedaan-data-facebook-dan-google-analytics\/\"> Read more&#8230;<\/a><\/p>\n","protected":false},"author":1,"featured_media":436,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4,5],"tags":[],"class_list":["post-426","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-facebook","category-google"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Tujuh Penyebab Perbedaan Data Facebook dan Google Analytics &#8211; louisandreas.com<\/title>\n<meta name=\"description\" content=\"Sebagai digital marketer, kita mungkin sering menemukan adanya perbedaan data Facebook dan Google Analytics. 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