Impressions 

We already have it clear! Google Analytics uses cookies to track users on a website. If these are not enabled, it will not be able to track like Facebook. 

The conversion is considered when a user clicks on the desired ad in the event Analytics link. On Facebook, a user can click on any part of an ad and convert it. 

Analytics stores cookies that have been deleted by users, even before starting a campaign. However, on Facebook, this data is erased from custom audiences and collected from the day the audiences are defined. 

Sessions and Clicks 

More than once, we have heard this phrase: "My clicks on Facebook do not match my sessions in Analytics," but why? 

The Reasons Are: 

When a user accidentally clicks on a Facebook ad and then jumps without loading the page, there is no time for Analytics to record the click. 

For a user to click on a Facebook post and then visit the web, they will remain inactive for more than 30 minutes. When this period of time has elapsed, you access the web again. Then, Facebook counts one click and Analytics two. 

In a Facebook post to the clicks are generated in a short time interval. Facebook records them while Analytics does not unless a more extended time elapses. 

Url 

The url is also part of these discrepancies. 

Analytics uses the url "http" and Facebook "https" 

Due to the Analytics URL settings, it makes it difficult for Facebook to record all the clicks since they often leave its environment and lead to the sub-information of the conversions. 

In any case, with the exposed data, it is concluded that each platform has its way of operating, and of course, each one takes advantage of the advantages they have designed.

The important thing is to know these differences and know how to use them when creating campaigns.