Cómo medir tus campañas en Facebook con etiquetas URL

Si alguna vez has realizado algún tipo de campaña en Facebook (por ejemplo un post patrocinado con enlace a tu blog), sabrás que cuando dicha campaña llega a su fin podrás comprobar cuántas visitas ha recibido tu blog gracias a ese post.

Esta información nos la dice Facebook de manera sencilla a través de las estadísticas de las publicaciones. Identificando la publicación en cuestión podremos ver cuántos clics ha recibido y esto se traduce en idéntico número de visitas a nuestro blog.

Sin embargo si queremos ser realmente exhaustivos con nuestro análisis, esta información no es suficiente. La razón es que el número de clics que nos da Facebook no incluye los clics virales que se hayan podido desprender de nuestra campaña.

Este problema lo solucionamos con el uso de etiquetas URL (también llamadas “URL tags” o “Parámetros UTM”).

¿Qué son las etiquetas URL?

Las etiquetas URL son algunas palabrejas que se añaden al final de tu URL original para poder hacerles un seguimiento con Google Analytics.

Todo esto lo vamos a ver más claro con un ejemplo. Para ello voy a utilizar la URL original de un post de mi blog Psicocode

La URL original es la siguiente: http://psicocode.com/motivacion/como-superar-los-bajones-motivacionales/

Lo primero que tengo que hacer es añadir las etiquetas URL a este enlace. Para ello debo acceder al URL builder de Google Analytics

Captura de pantalla 2014-11-01 a la(s) 10.44.13

Para añadir etiquetas URL a tu URL original, tienes que decirle a Google la siguiente información:

  • URL: Aquí pegamos nuestra URL original
  • Campaign Source: La fuente de la campaña, en este caso Facebook. (yo le he llamado Facebook_test)
  • Campaign Medium: El tipo de medio (post promocionado, banner, email, etc.) En este caso yo le he llamado “postorgánico” porque se trata de una prueba con motivos didácticos.
  • Campaign Name: Es el nombre de la campaña. La he llamado “bajones” porque enlaza a un post llamado “Cómo superar los bajones motivacionales”.

No puedes equivocarte con nada de lo anterior. Eres tú quien decide qué escribir en cada uno de los campos con la única finalidad de que luego te resulte más sencillo identificar cada campaña en cuestión (en el caso de que estés realizando muchas campañas).

Los 4 puntos anteriores son obligatorios. Sin embargo los dos últimos (Campaign Term, Campaign Content) son opcionales dependiendo del tipo de campaña que estés realizando (campañas de PPC o Test A/B). Para el caso de Facebook los he dejado en blanco.

Una vez que hemos rellenado toda esta información, obtendremos una nueva URL (recuadro rojo) que será la que tendremos que compartir en Facebook. Como puedes observar, en la parte final de esta URL se han añadido las palabras que hemos ido rellenando anteriormente (“Facebook_test“, “postorganico“, “bajones“).

Y ahora vamos al grano…

Una vez que tenemos la nueva URL sólo nos queda compartirla en Facebook y esperar a que nos empiece a dar estadísticas. Para que se entienda mejor el sentido de toda esta explicación voy  a comparar las estadísticas que me da Facebook con las estadísticas de Google Analytics.

Estadísticas de Facebook

Varias horas después de haber publicado el post con la nueva URL accedo a las estadísticas de las publicaciones y obtengo lo siguiente:

facebook

Facebook me dice que esta publicación ha recibido 590 clics. Ahora vamos a pasar a ver qué me dice Google Analytics.

Estadísticas de Google Analytics

Al haber creado etiquetas URL, Google Analytics automáticamente detectará que estamos realizando una campaña (aunque no hace falta que le metas dinero, puedes hacer la misma prueba sin dinero y Analytics seguirá detectando tu campaña).  Para acceder a las estadísticas de esta campaña tengo que ir al menú de la izquierda en Adquisición – Campañas. 

adquisicion

Dentro de mis campañas aparece la campaña “bajones” que he configurado antes. Si hago clic en bajones accederé a los distintos medios que he creado dentro de la campaña (en mi caso sólo tengo un único medio llamado “postorgánico”):

analytics

Si eres una persona observadora es posible que hayas detectado que Analytics me da 689 visitas desde esa campaña y sin embargo Facebook señalaba únicamente 590 clics.  ¿Porqué Google Analytics me dice que he tenido 99 visitas de más en mi blog?

El quid de la cuestión

Esas 99 visitas son los clics virales que a pesar de que han surgido a través de una campaña en Facebook, Facebook no puede “rastrearlos”. ¿Cómo es posible que ocurra esto? Muy sencillo. Es posible que algunas de las personas que han hecho clic en mi publicación de Facebook y han llegado a mi blog, hayan compartido la nueva URL copiándola desde el blog y pegándola en Facebook (y no a través de la publicación original). Como consecuencia se genera una nueva publicación en el timeline de esas personas desvinculada de mi publicación original, y por lo tanto estos nuevos clics no aparecen en las estadísticas de mi publicación en Facebook pero sí en las de Google Analytics (siempre y cuando haya configurado las etiquetas URL).

Esto es sólo un ejemplo. Es posible que otras personas se hayan llevado dicha URL a Twitter o incluso la hayan enviado por e-mail. La consecuencia de todo esto es que cuando publicamos en redes sociales perdemos el control de nuestras URL. El uso de etiquetas URL nos ayuda a realizar un “marcado” de nuestras URL originales para saber la efectividad real de nuestras campañas.

El ejemplo que he puesto en este artículo ha tenido únicamente fines didácticos. No se trata de ninguna campaña real con inversión ni objetivos. Lo único que he pretendido es que se vea la diferencia de datos entre Facebook y Analytics. Sin embargo comprenderás la importancia de conocer las etiquetas URL cuando estés realizando campañas reales que tengan conversiones. Si no configuras las etiquetas URL caerás en el peligro de no contabilizar algunas de las conversiones generadas a través de tus campañas.

 

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Comentarios

  1. dice

    Excelente informacion, creo que es indispensable para todo emprendedor que tiene como objetivo usar las redes sociales para llegar al excito, gracias amigo.

  2. Carolina dice

    Muy buena informacion! Gracias!

    Una consulta, esto deberíamos de hacerlo para todos los tipos de campañas?

    Por ejemplo: si hago una campaña de Interacción con una publicación que subi al facebook, y luego quiero hacerla anuncio, me da la opcion de añadir Etiquetas de URL al mismo. Pero si no me va a llevar a mi sitio, sino que va a quedar dentro de mi pagina de facebook. Debería de hacerlo igual?

    • Isidro Migallón dice

      Hola Carolina! Las etiquetas URL sólo tienen sentido cuando estás compartiendo un enlace a una página de una web o blog fuera de Facebook. Si se trata únicamente de una campaña para incrementar la interacción de una publicación en Facebook, en ese caso no tendría sentido.

      De todas maneras si quieres enviarme por privado el ejemplo en concreto puedo verlo con mayor detenimiento.

      Un abrazo!

      Isidro

  3. dice

    Hola: Muy buen artículo, tengo una duda, he levantado una campaña de conversiones desde Facebook hacia una página específica de mi sitio web, hice uso de los URL tags. Las conversiones marcadas por Facebook Ads casi coinciden con las sesiones registradas por Google … pero he dado clic para verificar la ubicación geográfica y me aparecen ciudades como Bangkok y Nueva Delhi… cuando se supone mi campaña pagada fue dirigida a usuarios en México y España. ¿A qué se puede deber esto? ¿Será que Facebook está inflando la métrica? Me da desconfianza… agradeceré tu opinión ¿conversiones falsas? gracias

  4. Evelyn dice

    Hola, muy buen post. Pero qué sucede cuándo el asunto ocurre al revés, he creado un Facebook ad, marcado con url builder, pero mientras Facebook muestra 200 y fracción clicks, GA solo 78.
    He sacado canas tratando de averiguar por qué?
    Saludos!

  5. dice

    Hola Isidro,

    Tengo una pregunta. Cuando estamos configurando el anuncio en FACEBOOK, hay una sección que da la opción de agregar “Etiquetas de URL”, y en el globito de la “i” aparce este texto: Las etiquetas de URL que especifiques aquí se agregarán a las etiquetas existentes de las URL o las reemplazarán. Por ejemplo, si las etiquetas de URL se especifican como key1=val1&key2=val2 y el conjunto de historias incluye la URL http://www.example.com?key1=test, la URL se actualizará a http://www.example.com?key1=val1&key2=val2.

    Ok, primera pregunta: ¿Esa es la sección donde coloco el código UTM?

    Y por último, y más importante: En esa sección de “Etiquetas de URL”, ¿debo colocar todo el enlace (ejm: http://www.isidromigallon.com/facebook/como-medir-tus-campanas-en-facebook-con-etiquetas-url/?utm_source=facebook&utm_medium=profilepost&utm_campaign=website) o solamente el código UTM (ejm: ?utm_source=facebook&utm_medium=profilepost&utm_campaign=website)???

    Muchas gracias por compartir!!!

  6. Alejandro dice

    Una duda muy tonta y que estoy seguro de saber la respuesta, pero por asegurarme….

    Si acortas la URL etiquetadas y la pegas en Facebook aparece una previsualización del enlace

    Si borrar la URL la previsualización se queda. Cuando pinchas en ella te lleva al enlace pero sin los parámetros UTM.

    Acabo de hacer una prueba y veo que aún así en Analytics registra datos como si se hubiera accedido desde la URL etiquetada.

    Me puedes confirmar esto por favor???

    Muchas gracias

  7. Catalina Garcia Del Rio dice

    Hola! Me encanto tu explicación. Es la primera vez que veo tan claro como usar las UTM. Muchas gracias!

    Te hago la siguiente consulta: ¿Es posible usar las UTM para realizar seguimiento de conversiones tambien? Podrias explicarme como, si es que es posible.

    GRACIAS!

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