Seeds
Should I match Facebook and GA4 attribution windows?
Can help with comparison: set Facebook to 90-day click to match GA4. But won't achieve perfect alignment—view-through, assisted conversions, data visibility differences remain. Better: accept...
What is last-click attribution?
Credits entire conversion to last traffic source before purchase. User journey: Facebook → Google → Direct → Purchase. Last-click gives all credit to Direct. Ignores...
Why does Facebook show more conversions than GA4?
Facebook counts view-through conversions (saw ad, didn't click, converted within 1 day). GA4 only tracks click-through. Also, Facebook CAPI bypasses ad blockers better than GA4...
What is an attribution window?
Time period after ad interaction where platform counts conversions. Facebook default: 7-day click, 1-day view. GA4 default: 90 days. Same user journey = different attribution...
What are assisted conversions?
Conversions where channel contributed but wasn't last click. User saw Facebook ad, clicked Google ad, purchased. Facebook assisted, Google got last-click credit. Facebook Ads Manager...
How do WordPress plugins fix attribution?
WordPress plugins execute server-side PHP before page renders, capturing UTMs pre-redirect, sending events to platforms regardless of ad blockers. No GTM infrastructure needed. Typical recovery:...
What are view-through conversions?
User sees ad but doesn't click, then converts later. Facebook counts these (1-day view window), GA4 doesn't. Explains why Facebook conversion numbers often exceed GA4—Facebook...
What is a UTM living guide?
Documented standard for UTM naming: approved sources (facebook, google, newsletter), mediums (cpc, email, social), lowercase conventions, campaign structures. Team references guide for consistent tagging. Prevents...
What's the difference between server-side and client-side tracking?
Client-side: JavaScript runs in browser (can be blocked by ad blockers). Server-side: code executes on server before page renders (can't be blocked). Server-side captures events...
How do I prove marketing ROI with broken tracking?
Use multiple methods: WooCommerce actual revenue vs ad spend for true ROAS, unique coupon codes for definitive attribution, incrementality tests (on/off experiments), and BigQuery-based analysis...
Why is my attribution worse than 3 years ago?
Browser privacy features (Safari ITP 2017+, Firefox ETP 2019+), iOS 14.5 ATT (2021), rising ad blocker adoption (now 31%+), GDPR/consent banners (40%+ rejection), and third-party...
How do I know which ads are actually working?
Compare WooCommerce revenue by UTM source (your truth) against platform-reported conversions. Use unique coupon codes per campaign for definitive attribution. BigQuery analysis shows complete purchase...