One of the previous posts in this blog covers the limitations of tracking with a Facebook pixel. For example, the Facebook pixel measures all conversions on the website, not just the conversions made directly through the Facebook Platform.
Getting Around Limitations
In order to bypass this limitation, marketers can create a UTM tracking code through Google Analytics. This tracking code can be added to the section of the Facebook where marketers check off whether or not they want to track the ad using the Facebook Pixel. There is a second field for "other parameters" - that is where the UTM parameter goes.
Tracking in GA
Once a UTM code is created and added into the Facebook ad, sessions from Facebook users who clicked on the ad will be visible in Google Analytics. Marketers can easily sort by source/medium to find sessions that used the code. They can also check their conversions and filter for source/medium to see if people who clicked on the ad ultimately converted and made a purchase.
The Facebook pixel by itself has its uses, but it is definitely more accurate and effective to track Facebook ads with both a UTM parameter and a pixel. In this instance, two tracking codes are better than one.
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