Measuring Facebook Performance in GA4

Haven’t you always wondered how your viewers interact with your site? What goes on behind the scenes? What do your users spend the most time on in your site, and how do they do it? Through a mobile device? Through a laptop? All of these things are common curiosities businesses have about what goes on behind their sites. Luckily, you don’t have to wonder about these things anymore. You have GA4 for Facebook. 

What Is GA4?

GA4 stands for Google Analytics 4 and it is a platform businesses use to get to know their users better. Through GA4, businesses can discover how their site is found and how it is used. This free platform allows you to track your site’s performance in marketing, products, and more. GA4 is the most updated version of Google Analytics and includes various features that have never been seen before.  

what is google analytics 4

How Does Google Analytics Work?

Google Analytics gathers information about your site’s users. But how is this information collected? Through something called JavaScript. JavaScript is a type of programming language which is used for computers to interact with other computers. This interaction allows data about your users to be passed to Google servers. Ultimately, this gets information on how people have interacted with your site online such as how they found it, what their keywords are, and which parts of your site they viewed the longest. 

With this information, you can improve your site by measuring what is working and what isn’t working for your users. Is there little to no usage on a certain part of your site? Replace it with something more effective. Being aware of what goes on behind the scenes will help you show that you not only care about the success of your business but about your audience. After all, doesn’t it sound interesting to see your site activity? It’s almost like you get to be a fly on the wall.

What Does Google Analytics Actually Do?

Let’s break down the basics of what GA4 does, just so that we have a solid list. GA4 can:

  • Boost your conversion rate
  • Show you what is and isn’t working on your site
  • Help you figure out strategies you want to use in the future
  • Showcase your website’s performance
  • Divide your users into different demographics

GA4 and Its Benefits

Since GA4 is the most updated version of Google Analytics, it has the most benefits. Let’s break down some of these benefits: ensuring privacy, understanding problems, engaging with users’ journeys, and understanding users’ engagement on your site.

Ensure Privacy 

The idea of Google Analytics might scare a customer away. No one wants to feel as if they are being watched, after all. Google Analytics 4 is not meant to be a device used for spying on users. The purpose is to get to know users as a whole so that you can have a better grasp of how to better your business’s site. Data collected through GA4 is anonymous, with no name attached to a user. Therefore, users do not have to be worried about their privacy being taken away from them. 

facebook ga4

Understand Problems

Understanding the issues on your site is essential. With GA4, you can be prepared for these possible issues by making a note of declines in your business’s site usage. Noticing these trends or declines will allow you to resolve your issues and create a better environment for your users. Make sure to track down your problems and face them, rather than ignore them. The more you do this, the better you will get at solving business crises. 

Engage with Users’ Journey

GA4 will allow you to engage with your users’ journey. This is because it allows you to expand your view about your business so you aren’t just seeing it from your perspective. Only seeing your business from your perspective will force you to make assumptions about what you think is right for your business, and you can’t rely on assumptions. You need to know the truth about your users and how they go on their journey with your site. When you focus on their journey, you show that you care and organize your site for your audience’s needs.

Understand Users’ Engagement

With GA4, you can even predict customer engagement. GA4 uses AI to do these predictions, focusing on current and past user engagement and putting possible future engagement into different categories. 

Measure Your Data 

GA4 can do more than previous Google Analytics could with your data. With Google Analytics 4, you can track analytics on not only websites but applications, allowing for more understanding of your users and their data. 

facebook performance ga4

GA4 Facebook Ads

Now that we have a better idea of what GA4 is, let’s get into what this article is about: measuring GA4 Facebook performance. GA4 can be used not only to track your site performance but to track your performance across social media. 

Facebook Ads are designed to expose your business to its target audience. The reason Facebook is so good for this is that the app is one of the most widely used social media platforms, so it’s a great way to find a variety of people. You’ll want to create a Facebook profile for your business so that you can have more of an online presence to get your brand out there, make ads, and connect to an audience by making your business your own. 

GA4 Facebook

Tracking Facebook in Google Analytics is more common than you might think. You should use Facebook and Google Analytics together to have the best marketing strategy and monitor traffic. The two platforms work together nicely. Setting it up is fairly simple, and we will go over it together. First, it starts with building a URL and parameter. Then, you’ll be able to learn how to fully optimize GA4 Facebook.

Creating a Parameter

Before you can track your performance for GA4 Facebook, you’ll have to use a URL builder to create parameters. Find a URL-building tool on the internet, and define the parameters within your tool. These parameters should be based on the ad campaign you are doing. For example, your campaign source should be Facebook, and your campaign name should be your Facebook Ads campaign name. These will allow your URL to be narrowed down to your Facebook campaign, ultimately making it easier to find in Google Analytics. Once you generate this new URL for your ads, you can track your performance in GA4 Facebook. 

If you’re having trouble finding a URL builder, Facebook provides it on their site made especially for GA4 Facebook. Even Facebook itself knows the power Google Analytics holds and encourages you to optimize it for your business. It even helps get you started by giving you hints on how to fill it out. 

facebook google analytics 4

Track Facebook Ads in Google Analytics

You can easily track Facebook Ads in Google Analytics. While there’s a feature in Facebook itself to help measure your performance, it doesn’t go as into depth as Google Analytics 4 will. 

To track your Facebook ads, you have to first make sure that all of your ads are configured in the correct way so that users have been noticing them. Then, you’ll follow these steps:

  • Navigate to the Acquisition, Campaigns, All Campaigns report and change the dates at the top to your liking 
  • Next, you’ll view a line chart showing visitors to your website. You should see at the bottom that shows primary metrics for each campaign, which will lead you to the Facebook campaign
  • Many campaigns would make it difficult to find the one for Facebook, however, you can search for it in the advanced search bar if you so choose

Why Use GA4 for Facebook Performance?

While Facebook Insights has useful data within it, Google Analytics can give you more. Google Analytics can measure your website traffic overall, and allow you to create useful URL parameters. URL parameters set your campaign and make it easy to find on its own. Google Analytics is also more accurate since it contains lots of professionally tracked data in one place. If you want help with Facebook audience optimization, using GA4 Facebook is the way to go. 


  • Why should I measure my Facebook performance?
  • What is GA4?
  • Why should I use Google Analytics for Facebook?
  • What are Facebook Ads?
  • How do I build a URL?

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