Analysis of the Facebook Ads Influences Google Analytics 4 Ads on a Landing Page

Facebook and other social media platforms could be said to be important for product or service advertisers to campaign/promote and get impacts from the products, such as high website traffic, more engagement, brand awareness, more application installation, collect lead generation, more video views and conversion. However, understanding how Facebook contributes to achieving those impacts is one of the challenging things. Facebook encourages users to see campaigns data in its metrics, while Google Analytics 4 (GA4) informs users from a different side using GA4 data based on the last click. This study will review and analyze quantitatively how Facebook ads influences GA4 to increase the performance impact on a landing page. The method used is to make Facebook campaign by FB Ads and setup GA4 to one of the landing pages by entering the Google tag (GA4 tracking code) and running a campaign on Facebook by publishing ads according to the targets needed based on the products marketed through the landing page with 2 split ads within 12 days. The data obtained with result of 274.210 reach, 490.733 impressions, 22.273 interactions with page, 8.457 click link, 1.7 CTR (Click-Through Rate), 131 CPC (Cost Per Click), and 40.032 video display playing which taken from Facebook metrics, which is analyzed to perceive the effect to GA4 that can improve campaigns and are expected to be a reference for appropriate advertising re-targeting on Facebook.