Who does track their Facebook ads with Google Analytics? Do you notice that Facebook clicks don’t match Google Analytics sessions? I started researching this problem more in-depth after the discrepancy reached more than 75% – yes, the data variated so much. There are a lot of articles written on this topic (even Facebook explains possible reasons here) however the answers confuse me even more. I need a clear explanation of why the changes are so big, so that I can explain it to my colleagues, my manager, my client and most of all myself. Scroll through this article to learn more about (I really mean “learn”) the reasons why Facebook clicks data don’t match the one from Google Analytics.