How to Link Google Analytics to Facebook Page

You want to see how much traffic your Facebook Page drives to your website, but it's not as simple as installing a tracking code. While you can't put Google Analytics on your Facebook Page, you can absolutely track every click that comes from it. This guide will show you precisely how to use tracking links to measure your Facebook Page's performance directly within Google Analytics.

First Things First: Understanding the Connection

Before we get into the "how," it's important to understand the "why." You can't directly link a Google Analytics account to a Facebook Business Page in the way you'd connect it to your website. The reason is simple: your website is your property. You have full access to its backend code, allowing you to paste in snippets like the Google Analytics tracking script.

A Facebook Page, on the other hand, is a space you rent and customize on Facebook's platform. Facebook controls the code and doesn't allow users to add custom third-party scripts like the one from Google Analytics. Think of it like owning a house versus renting an apartment. When you own the house, you can knock down walls and rewire the electricity. When you rent, you can paint and hang pictures, but you can't make structural changes.

So, does this mean you're in the dark about your Facebook traffic? Absolutely not. Instead of trying to put a tracker on Facebook's property, we flip the strategy around. We tag every link that leaves Facebook and points to our property (our website). This way, when a user lands on our site, Google Analytics can read the tag and tell us, "Hey, this person came from your Facebook Page!" This method is the industry standard, and it's incredibly powerful.

Your Secret Weapon: Tracking Links with UTM Parameters

The solution to tracking your Facebook efforts lies in something called UTM parameters. "UTM" stands for "Urchin Tracking Module," which is a fancy name for a simple concept. UTM parameters are just little bits of text - like informative labels - that you append to the end of a URL.

When someone clicks a link with these labels, the information is passed to Google Analytics, which then organizes your traffic neatly. It removes all the guesswork and allows you to pinpoint the exact source of your visitors.

There are five main UTM parameters, but for tracking organic traffic from your Facebook Page, you’ll primarily focus on three:

utm_source: This tells you where the traffic came from. It's the most important tag. For our purposes, this will always be "facebook".
utm_medium: This tells you the type of marketing channel. Common examples include "cpc" for paid ads, "email" for newsletters, and in our case, something like "social" or "organic-social" for your page.
utm_campaign: This helps you identify a specific effort or promotion. You can use it to track visitors from a specific campaign, like "summer-sale-2024," or to identify clicks from a permanent spot, like "profile-link".

Two other optional parameters can add more detail:

utm_content: This is used to differentiate links that point to the same URL within the same campaign. For example, if you have a "Shop Now" button on your profile and also share a "Shop Now" link in a post, you could use utm_content=profile-button and utm_content=post-link to see which one performs better.
utm_term: This is typically used for tracking specific keywords in paid search campaigns (like Google Ads). It's rarely needed for tracking traffic from a Facebook Page.

How to Create Tracked Links for Your Facebook Page

That might sound a little technical, but creating these links is surprisingly easy. You don't need to write them by hand (which can lead to typos). The best way is to use Google's free tool designed for this exact purpose.

Using Google's Campaign URL Builder

The GA4 Campaign URL Builder is a simple form that generates your tracked link for you automatically. Here’s a step-by-step walkthrough:

Open the Tool: Head over to the GA4 Campaign URL Builder. You’ll see a form with fields for your URL and the five UTM parameters.
Enter Your Destination URL: In the "Website URL" field, paste the full URL of the webpage you want to send people to. For example, https://www.mycoolshop.com/new-arrivals.
Add Your UTM Tags: Now, you fill in the tags. Be descriptive and consistent! Let's say you're creating a link for the main call-to-action button on your Facebook Page.
- campaign_id: You can leave this blank.
- utm_source: facebook
- utm_medium: organic-social
- utm_campaign: main-profile-cta
- utm_content: learn-more-button (This helps distinguish it from other links).
Generate and Copy Your Link: As you fill in the fields, the tool automatically generates the final, trackable URL at the bottom of the page. It will look something like this:

https://www.mycoolshop.com/new-arrivals?utm_source=facebook&utm_medium=organic-social&utm_campaign=main-profile-cta&utm_content=learn-more-button

Copy this entire URL. This is the link you'll use on your Facebook Page.

Tips for Consistently Tagging Your Links

Stay consistent. Google Analytics is case-sensitive. "facebook" and "Facebook" will show up as two different sources in your reports. Decide on a naming convention and stick to it. Using lowercase for everything is a good rule of thumb.
Keep a log. It’s helpful to keep a simple Google Sheet or Excel file to track the links you create. This helps your whole team stay on the same page and ensures consistency over time.
Use a link shortener (optional). The generated URLs can be long and look a bit messy. For posts where aesthetics matter, you can use a service like Bit.ly to shorten the link. The UTM parameters will still work perfectly.

Strategic Places to Use a Google Analytics Tracked Link on Your Facebook Page

Now that you know how to create tracked links, where should you put them? Anywhere you are directing traffic to your site. By using different "utm_campaign" or "utm_content" tags for each location, you can learn which parts of your page are most effective.

The "Website" Link in Your 'About' Section: This is arguably the most important link on your page. This is your primary, persistent link to your website. Use campaign tags that make it easy to identify, like utm_campaign=profile and utm_content=about-section-link.
Your Page’s Call-to-Action (CTA) Button: This button is featured prominently at the top of your page (e.g., "Shop Now," "Sign Up," "Learn More"). It’s a huge driver of clicks. A good tagging strategy would be utm_campaign=profile and utm_content=header_cta_button.
Links You Share in Individual Posts: Every time you share a blog post, a new product, or a special offer, use UTMs. This lets you measure the performance of each post individually. For example, a link promoting your new blog post on a Tuesday could be tagged with utm_campaign=tuesday-blog-post and utm_content=post-link.
Links in Facebook Stories: If you're a verified page or have a certain number of followers, you can add "See More" links to your Stories. These are prime candidates for UTM tracking! You could use utm_medium=story and utm_campaign=summer-sneak-peek.

Where to Find Your Facebook Page Data in Google Analytics 4

After you’ve added your tracked links to your Facebook page and people have started clicking on them, the data will begin appearing in Google Analytics 4. Here’s where to find it:

Navigate to the Traffic Acquisition Report: Log in to your Google Analytics 4 property. On the left navigation menu, go to Reports > Acquisition > Traffic acquisition.
Start with your Main Traffic Source: This report shows all of your traffic, grouped by the default channels Google Analytics defines (like "Organic Search", "Direct", etc.). To see your Facebook traffic that came through from social "facebook/organic-social," click the main dropdown in the report and switch to Session source / medium. All of your tracked links will show up here.
Add a Secondary Dimension for More Detail: This is where the magic happens. To drill down into your campaign details, click the blue plus sign (+) located in the upper left hand of the report table to add a secondary dimension.
Choose your UTM Dimension: A search bar will appear. To see your "utm_campaign" data, search for and select Session campaign. To see "utm_content" data, search for and select Session manual ad content.
Analyze Your Performance: The report table will now update, showing your Facebook source/medium alongside the specific campaigns or content names you created. You’ll be able to see exactly how many users, sessions, engaged sessions, and - most importantly - conversions came from each specific link on your Facebook Page. You've now officially linked your Facebook performance to your website’s goals.

Final Thoughts

Connecting your Facebook Page to Google Analytics isn't about installing a script, but about adopting a smart and simple tracking strategy. By consistently using UTM parameters in your links, you remove the guesswork and gain clear, actionable insights into which parts of your Facebook strategy are truly working to drive traffic and results on your site.

Building these reports is a great first step, but as your company grows, manually checking Google Analytics and other platforms (like Facebook Ads, HubSpot, Shopify, etc.) can eat up your day. We built Graphed to solve this problem. You can connect your marketing and sales accounts, including Google Analytics, in just a few clicks, and then create a real-time dashboard by simply asking for what you want in plain English - no more digging through reports or building charts by hand.