Tracking the performance of your social campaigns is one of the most important factors for success. The fact is that your Google Analytics data and your Facebook data will never match, for various reasons. Why is this?
The only way to accurately measure your Facebook data is through Facebook reporting itself.
In this day and age, people use multiple devices throughout the user journey before any purchase is made. It takes multiple touch points before a sale is made, and this happens across multiple devices. This was all well and good when a sale happened on a single device (desktop).