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1d1195 · 2 years

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Stuck

Niall was coming down the elevator early in the morning, just past sunrise, so he could avoid the crowd. He also wanted to grab a coffee on his way to the golf course from his favorite shop in town. It was one of his favorite places to golf and the coffee shop was an added bonus.

The elevator stopped almost immediately at the floor below his and he sighed deeply because he just wanted to be alone. He stood toward the back corner wishing he’d grabbed a hat to wear on his outing, but he didn’t think he’d need it with the forecasted clouds...nor did he expect to have company this early in the morning. He caught a glimpse of the yawning girl standing in front of the opened doors.

“Oh goodness,” the girl said, and she pressed a hand to her mouth in surprise as she finished her yawn. Niall Horan. “I can take the next one,” she said gently holding the door open for a moment while he made his decision. She would leave him alone if he wanted to be alone. But she wouldn’t pass up the opportunity to be near the cutest boy she’d ever had hanging up in her room for the better half of a decade.

He glanced up at her thoughtfulness. It was evident on her face she was torn, and Niall felt bad for being so irritated by the prospect of sharing the elevator because it really was so kind of her to feel that way. He could see on her face that she really would take the next one...but there was a literal whole elevator in front of her and she was obviously a fan that was floored to see him. He smiled gently. “That’s kind of you, princess. There’s plenty of room,” he said knowingly. The word princess rolled off his tongue before he could stop it. The moment he said it, he realized it fit her well. Her eyes were sleepy but beautiful and he thought he might regret being so mean in his head for the rest of his life...even though she wouldn’t know it.

“Are you sure?” She asked pinching her eyebrows together and she hoisted the strap of her tote bag over her shoulder as it slipped down her arm. Niall adored the simple little motion. He wasn’t sure why, but he couldn’t take his eyes off her fingers and the way they gripped the strap. She was dainty and lovely. “M’sure you wanted to leave early to be alone,” she said in realization. He chuckled at her intuitiveness. The elevator beeped as it waited for her to get on or get out of the way. In the time it took to ask, she could’ve prevented the beeping, but he knew she really didn’t want to leave. And now that he had a moment to soak in her presence, he didn’t want her to either.

“By all means, princess,” he said softly and gestured for her to get on. She stood to the other back corner. “M’golfing today,” he told her to ease the silence of the elevator as it ticked down the next floor. By all accounts this had to be the slowest elevator Niall had ever been on. The little inspection card above the buttons said it moved in meters per second, but Niall was certain it should have read centimeters.

“Oh,” she said simply. “That’s nice,” she was trying to stay calm. Niall could sense it.

“You can freak out if you want,” he chuckled.

“That would be worse, I think,” she said with a dry laugh as she eyed Niall from the corner of her eye.

Turning directly toward her, he chuckled again. “Alright, let’s get this out of the way,” he suggested. He pulled his phone out of his pocket. “M’jus’ gonna put my arm around here,” he said stepping toward her and snaking his arm behind her back and turning the camera to take a selfie. He noted the way her cheeks burned red as his arm wound behind her back. He realized he was way too close to her. He could smell her shampoo and she felt warm in the chilly morning against his arm. Steadying his thoughts, he looked to his phone screen. “Say cheese!” He said sweetly.

She smiled at the camera. “Ooh, that’s one for the Christmas card, princess,” he chuckled as he admired the photo of them on his screen. She giggled and Niall requested to airdrop it to her phone for her.

“What are you up to today?” he asked as they exited the elevator finally while he tapped a few more times on his screen to give her the photo. Her phone beeped with the arrival of the picture, and he noted the way her cheeks pinked under his gaze again.

“Oh...erm...I’m attending a conference in the main function room. M’jus...I wanted to get a coffee beforehand at the shop nearby—it’s my favorite...and a good seat near the presenter,” she explained.

“Oh, I’m headed for the coffee shop too!” He almost cheered. “I’ll walk with you,” he told her, happy to prolong their time together. “What’s the conference for?” He wondered as he held the door open for her to exit the hotel lobby.

She was stunned he was taking an interest in her and she was a little slow to process any of the words. “It’s about student trauma experiences and how to teach better with that knowledge. It’s...a little dark but an unfortunate reality of my life these days. I just want to be a better teacher.”

“I can tell you now, princess. I didn’t have a single teacher that was as pretty as you and I certainly didn’t have a teacher that would be up at 6:30 in the morning to get a good seat a conference to be a better one,” he smirked at her and shook his head as he meandered in front of her toward the shop. She stopped in her tracks and looked at him as he walked ahead. This was the guy she had hung up around her room in full 360 view. All five feet, eight inches of him. He was live, in front of her, saying she was pretty and a good teacher. It was everything she could have wanted and more. “Princess?” He said as he turned toward her standing several paces behind.

Oh yeah, the name princess too shook her to her core. She was...mush in his presence. “Just...” she shook her head. “Taking in the moment,” she said and skipped the few steps to get to his side. He thought about her words as she caught up to him. He liked the sound of it. Taking in the moment. It felt so normal after so many years of not being normal. Niall just meeting a girl in the elevator and going to get coffee with her. He felt human. It felt wonderful. She was wonderful.

She paid for coffee without him realizing, and it made Niall miffed. While their walk to the coffee shop was all about her teaching and what he predicted for golfing today, the entirety of the back to the hotel consisted of her betrayal of paying for his coffee. “It was our first date, princess. M’supposed to pay for you,” he said. She could see the way he was annoyed. His eyebrows pinched together, and he looked grumpy. He was adorable. She thought she might die in his mere presence.

Niall didn’t miss the way her cheeks turned pink at the word date, nor did he regret calling it as such. “You can get the next one,” she said quietly. Almost like she didn’t want to Niall to hear.

“Count on it, princess,” he promised as he held the door open for her to walk through. “I’ll see you later,” he said.

“Enjoy your round,” she said sweetly. Niall smiled at her and reached out bravely cupping the side of her face. He brushed his thumb along her cheek before his hand fell away and he let her be.

Her entire body felt like pudding. Niall Horan touched her cheek. Her hand rose to touch where he did as she watched him walk toward the street to catch a cab to the golf course. She wanted to enjoy the presentations at the concert, but she was fairly certain she would be distracted with the thought of Niall’s skin touching hers.

She was finishing a chat with someone from the conference. Someone that sat at her table during the presentations. Niall could see her passion in her eyes and the way her hands moved in a lively fashion as she chatted with someone. He hovered by the elevator waiting for her conversation to finish so he could maybe invite her back to his room. Not even for the naughty stuff. He just wanted to get to know her and breathe in her presence.

(And yeah, some naughty stuff too would be nice. But he did just meet her, and he wouldn’t rush her.)

She said her goodbyes and headed toward the elevator smirking at her phone. She hadn’t looked up yet to see Niall. “Hi, princess,” he cooed. She bounced as she looked up from her phone nearly dropping it in the process.

“Hi, Niall,” she said softly, her cheeks pinking again. Niall prayed they would do that for the remainder of their lives together. “How was golf?” She asked. He pressed the elevator button and nodded.

“Lovely, how was your conference?” He asked.

“Enlightening!” She practically chirped. “I have some really great ideas for my classroom,” she explained as the elevator pinged at its arrival. He gestured for her to get on first and then he followed behind her. It felt so easy to talk to him and it scared her. Niall was a big important celebrity. And as normal as she wanted to pretend, he was...he just wasn’t. She was a boring schoolteacher. “Um...” she shook her head as she tried to not sound boring. “Did you make your par or beat your record? I don’t even know how golf works,” she wrinkled her nose. “M’pretty bad at mini golf,” she explained.

He chuckled as he pressed her floor number and his own. “I did okay...I’ve got another tee time tomorrow; hoping to do better,” he explained setting his bag down. “Did you want to tell me more?” He asked. She ended her thought about her classroom abruptly.

“Oh...um...it’s...kind of boring.”

He turned to look at her and he was grateful for how slow the elevator was that he had the time to do this. “Princess,” he chided. “Don’t sell yourself short. I saw you chatting with someone and you looked so passionate,” he smiled gently at her. “I would love to hear about it.”

He really meant it. Her heart hammered in her chest. Her entire brain wanted to tell him all about her classroom tips and ideas she learned but all the thoughts in the speech part of her brain were saying Niall, Niall, Niall, Niall...“Well—"

The elevator jolted violently knocking her into Niall and his equipment. His bag tipped causing several of the clubs to slide out across the floor. The elevator shook again and she smacked her head on the wall as it shifted without warning. “Ah...” she gasped and touched her head where she made contact with the side of the elevator. Niall managed to steady himself on his feet but noted immediately that the elevator stopped moving. The lights flicked off and resorted to the emergency lights creating a haunting glow in the tiny space.

It was quiet for a moment.

And then Niall was suffocating.

His breath came in short, shallow gasps and he slunk to the floor beside his clubs. He started to feel clammy and nauseous as the idea of being stuck suspended in the air several hundred feet in the air. He put his head to his knees and felt tears stinging his eyes as he tried to calm himself using strategies from back when his attacks happened more frequently—back when he had to hide from crowds of fans.

“Hey,” she whispered suddenly, and she was in front of Niall her hands gently touching his arms and trying to get him to look at her. “Hey, look,” she said quietly and squeezed his forearm. His head felt as if it weighed a metric ton. His vision was blurry around the edges and the rational part of his brain was mad because he was marring the image of her in his brain. He wanted to see her and all her pretty glow. “It’s okay,” she said quietly as he all but gasped and hyperventilated. She grabbed his hand and pressed it over her heart and rested her hand on top of his. Niall could feel the melodic rhythm beneath his fingertips. “Breathe slowly, come on,” she encouraged softly. “With me,” she said and took an exaggerated breath in and then exhaled slowly. Niall closed his eyes but found solace in feeling her steady heartbeat. He panted still as he tried to breathe at her pace. “We’re going to be fine,” she promised.

They breathed and sat like that for several moments. Probably longer than any sane person would need but Niall appreciated every moment. When he opened his eyes again, her free hand was touching the spot on her head. She winced as it was clear it was tender and hurt. “Are you okay?” He croaked after a moment.

She lifted her head to look at him and she nodded. “Yeah, m’okay. S’a little sore,” she shrugged. “You okay?” She wondered.

He nodded gently but tried to not make too many sudden movements. He felt like a child. She pulled the emergency button now that Niall was feeling better. “Thank you,” he whispered. She nodded and released his hand off her heartbeat. His palm felt cold and he wished she didn’t move. He wished he could hold her heart like that forever, feeling how lovely it beat beneath his fingers.

She sat back on the other side of the wall. She smiled sweetly at Niall. “Anytime.”

During the first hour she got an from the first responders. Help was there, but it would be slow going. She passed the time for the pair of them. She talked about her work, she talked about her family, and she did her best to distract Niall from the small space they were trapped in. She was fascinating fortunately, and it really did distract him. He was so grateful for her. He wished he could participate in the conversation. He was worried about her head, but he had to look straight at her and not move or speak. He was worried he would throw up or pass out.

Which would be way worse. “This is like the third time this has happened to me,” she smirked wryly. “I should just stick to the stairs,” she shrugged. “M’sorry you’re stuck,” she wrinkled her forehead as she looked at Niall nervously. “You doing okay?” She wondered. It had to have been the thirtieth time she asked. He was so taken by her sweetness he couldn’t believe she cared this much about him.

“Yeah,” he said softly. “Wouldn’t have met ya,” he reminded her. He tilted his neck back and closed his eyes to breathe deeply.

“What?” She asked.

“Wouldn’t have met you, if you didn’t take the elevator,” he said quietly.

“Feels like m’bad luck,” she giggled. “Shouldn’t have gotten on.”

Bravely, he shook his head and then opened his eyes to gaze at her. She felt his beautiful blue eyes boar into her own eyes. They saw through her; it burned her entire body to be caught in his stare. “I would’ve missed meeting you,” he repeated.

The door pried open above them and she scooched herself back toward Niall’s side of the elevator, her eyes to the sudden space and air as it came through the doors. Niall felt like he was in the desert, thirsting for water; but the air tasted just as sweet. His headache immediately disappeared and his stomach didn’t hurt.

“Wow,” he murmured. “Instant change.” She smiled at him.

“Good, you had me worried there.”

“Your head worries me,’ he said. “M’gonna find somewhere to take you to get your head looked at,” he said. “I won’t take no for an answer.”

“We’re not doing too well on these dates,” she giggled and Niall was grateful he could turn to look at her beside him and he wouldn’t throw up. Now that there was fresh air to breathe, he could stare at her for ages.

“I’ll make it up to you,” he said. Except it was so gentle and soft. It was a promise.

She pressed her lips together. “Sorry you were stuck with me blabbering.” He had some work to do on this poor self-esteem of hers. He was already obsessed with her and head spent a mere three hours with her. He was smitten. Every part of her. Every facet of her life was intriguing to him. He adored her already. It was irrational and made no sense to fall so quickly for a girl he met on an elevator. But he did.

“Princess,” he shook his head. “I’ll spend forever listening to your voice,” he whispered.

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atlasgroupme · 1 year

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xiaoquebanxiaoqueban · 4 years

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Chapter 6 wire antenna microwave technology and antenna 2nd Edition courseware ppt page 82

*6.4.3 log periodic antenna 1. The number of structural oscillators of log periodic antenna is n; the feed point of antenna is connected at one end of short dipole; the dipole is cross connected by parallel double lines with characteristic impedance, which is called assembly line. Is the included angle of the envelope at the end of the oscillator, which is called the internal angle of LPDA. , and are the distance from the oscillator to the vertex, the distance between adjacent oscillators and the length of one arm of the oscillator. Chapter 6 line antenna figure 6-4-8 outline of LPDA 6-4-9 structure size and feed of LPDA * 6.2.3 uniform linear array (3) phase scanning linear array if the antenna array does not rotate, only With the change of time according to a certain law, the maximum radiation direction and the whole pattern can move back and forth in a certain airspace, that is to say, the pattern scanning can be realized. Chapter 6 line antenna figure 6-2-11 schematic diagram of phase scanning array and frequency scanning array a) phase scanning array B) frequency scanning array * 6.2.3 uniform linear array Chapter 6 line antenna figure 6-2-12 E-plane pattern of phase scanning array (,) a) θ M = 90 ° b) θ M = 75 ° C) θ M = 30 ° d)3. The antenna pattern will have many large lobes with the same maximum value in the corresponding direction when the spacing between the grid lobes and the selection elements of the spacing is too large. Generally, the corresponding large lobe is called the main lobe, which is equal to other values, and the corresponding large lobe is called grating lobe. The condition of eliminating the maximum value of the grating lobe the condition of eliminating the whole grating lobe Chapter 6 the directivity analysis of the line antenna * 6.2.4 uniform linear array 1. Zero radiation direction and main lobe width (1) zero radiation direction (2) zero power width of main lobe (3) half power width of main lobe (main lobe width) Chapter 6 directivity analysis of line antenna * 6.2.4 uniform linear array (4) The zero radiation direction and the main lobe width of several long uniform linear arrays (). Sidelobe level (1) sidelobe maximum direction (2) sidelobe maximum value (3) sidelobe level First sidelobe level Chapter 6 line antenna DB*(2. The analysis of the linear distribution of the linear distribution of the equal amplitude distribution of the triangular array; 2 Triangle distribution; (c) binomial distribution; (d) inverted triangle distribution * 6.2.5 unequal Ultra-thin Omni Antenna manufacturers</a> amplitude and equal spacing side firing linear array Chapter 6 line antenna (2) binomial distribution (3) inverted triangle distribution (1) triangular distribution * 6.2.5 unequal amplitude and equal spacing side firing linear array (4) comparison As far as the feed current is concerned, the decreasing rate of binomial distribution from the center to the outside is greater than that of triangle distribution, the decline rate of equal amplitude distribution is zero, and that of inverted triangle distribution is increasing (or negative). As far as the side lobe level is concerned, the binomial distribution is the lowest (without side lobe), and increases in the order of triangle distribution, equal amplitude distribution and inverted triangle distribution. It can be seen that the lower the side lobe rate is, the more the current >lpda antenna manufacturer</a> decreases from the center to the outside. Chapter 6 line antenna * 6.2.5 unequal amplitude and equal spacing linear array Chapter 6 line antenna figure 6-2-14 5-element side fire array (d = λ / 2) pattern (a) equal amplitude distribution (b）2. Dolph Chebyshev distribution is a kind of distribution which has the best compromise between the side lobe level and the main lobe width. Among all the symmetrical decreasing feed current distribution arrays, under a given sidelobe level (or main lobe width), its main lobe width is the narrowest (or the sidelobe level is the lowest), and it has the characteristics of equal sidelobe. Therefore, it is called the optimal sidelobe array. In engineering, many kinds of quasi optimal edge firing arrays have been proposed, such as Taylor distribution matrix, Bayliss distribution matrix and so on, which have almost become the industrial standard. Chapter 6 wire antenna * 6.3 influence of ground plane on antenna performance 6.3.1 mirror image method 1. General concept The image method is to replace the boundary of the field problem with some imaginary charges and currents outside the studied region. If the electromagnetic fields generated by these charges and currents together with the original charges and currents in the studied area meet the boundary conditions of the original problem, then the electromagnetic field is the field solution to be solved. In Chapter 6, line antenna * 6.3.1 mirror image method 2. Mirror image of the basic electric oscillator to the infinite ideal conductor plane 3. The expression of the mirror image method, after replacing the infinite ideal conductor plane with the mirror image of the basic electric oscillator, the field solution of the original problem is equal to the field generated by the original oscillator and its mirror imageIn other words,

is the superposition of

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quangnuyen · 4 years

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States Assessment Regulations Revoking Licenses For Pupil Bank loan Defaults

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androidlegends · 5 years

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farooqbhutto · 5 years

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topicprinter · 7 years

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One of the best ways to optimize your Facebook ads is to use analytics tools. Leverage the power of your data (in a deep voice)!In this case, though, more data will give us context into how we could make our Facebook ads better. We typically focused on metrics like click-through rate and conversion rate which are important.However, we also want to know how this traffic performs against other important metrics.If you have a web or mobile app, you’re interested in knowing if users from Facebook are successfully going through your onboarding funnel or if you’re able to retain them.To do this, we need to track our Facebook conversions inside tools like Google Analytics, Mixpanel, or Amplitude.Sounds useful? Let me show you how you can get this setup.As you’re going through this guide, I want you to focus on the ROI that you want from your Facebook ads.Why ROI? This term is broad enough that it could apply to all businesses. ROI might mean profit for you or it might mean an efficient CAC (cost to acquisition) rate (this is for you tech startups!)This is what Noah Kagan, founder at Appsumo and Sumo Me, had to say after spending more than $3 million on Facebook ads.“Profit is all that matters. Ignore people who claim they get some really high click through rates (also known as CTR, or the % of people that actually click their ad). CTR is a vanity metric, and what matters most is ROI. If you are not making money, stop” – Noah KaganThis guide is divided into two sections:Web app or websitesMobile appsThe setup differs depending on what kind of app or product you have. I’ll also show you how to send data to tools like Google Analytics (for web traffic) and Mixpanel/Amplitude (for mobile apps).How to Know if Your Facebook Traffic Is Being Tracked Properly in Google Analytics and Other ToolsWeb Apps and Websites Need UTM ParametersIf you aren’t doing anything to tag your Facebook traffic or if you don’t even know what I’m talking about then this is section is for you.There are two problems that you need to fix:1) By default, Facebook traffic isn’t “tagged” properly inside tools like Google Analytics. It will appear as “Direct” or “Referral” when in reality, it should be classified as “cpc”.In the screenshot below, you can see different kinds of “sources” even though they are all Facebook. This is what lack of tagging gives you.View imageThis makes it nearly impossible to know if this traffic is coming from Facebook pages, links shared on Facebook or paid campaigns from Facebook.2) Without tagging, you can’t see any campaign information and you won’t be able to see the impact of individual campaigns or ads.We simply have a large group of traffic called “facebook” but we can’t segment down into specifics.View imageThe solution is simple. You need to tag your Facebook Ads with UTM parameters. These are “tags” that you add to your URL and get automatically picked up by tools like Google Analytics.A URL with UTM parameters looks like this.reddit.com/?utm_source=mailchimp&utm_medium=email&utm_campaign=spring-campaignI bolded the parameters:?utm_source=mailchimp&utm_medium=email&utm_campaign=spring-campaignI’ll show you how to create these URLs in the next section. For now, just know that we will be adding these parameters to any URL that we use in our Facebook ads.Mobile Apps Need Attribution ParametersMobile apps live in a special world. Users have to go through app stores e.g. Play Store or the Apple Store to download and install apps.These stores tend to be called “black boxes” since you can’t really see where installs are coming from.However, there’s a solution to this! We need to give these stores something called “attribution parameters” which are similar to UTM parameters if you’re familiar with those.Without these attribution parameters, app stores will typically tag external traffic like Facebook ads as “organic”. No bueno.The easiest way to start using attribution parameters is to include them in our deep links.These parameters get sent to our mobile app and we can store or send them to tools like Google Analytics, Mixpanel or Amplitude.This is how that would look like inside an analytics tool like Amplitude.View imagesource is “facebook”medium is “Ads”subcategory is the ad name.These attribution parameters were stored in a deep link that was then used in a Facebook ad campaign.I’ll walk you through how to create these deep links in the next section as well!Creating URLs with UTM Parameters for Web App and WebsitesCreating URLs with UTM parameters is easy.1) We’ll start by opening up the Campaign URL Builder from Google which looks like this:View image2) The first thing you need to enter is the URL that you want to tag. This could be a landing page or another page on your site.3) We then have 5 options for UTM parameters:SourceMediumCampaignTermKeyword4) Source should correspond to who is sending your traffic. In this example, this would be Facebook.5) Medium is the type of traffic. If you’re paying for Facebook ads, you could use a value like “cpc”. I recommend that you stick to the default values that Google Analytics uses for different traffic types like “email”, “affiliate”, etc.Medium and source go together so they should fit each other logically. If you use a medium value of “social”, then I would expect the source value to be some kind of social network.6) Campaign can simply match the campaign name that your Facebook Ads belong to.7) Term won’t be needed in this case but this parameter is used when bidding on specific keywords e.g. Google Adwords.8) Content is the ad name. This value would change for each ad that you have.Once you enter your parameters, the builder will give you a link that you can copy. This will look like this:View image9) Now that we have our new tagged URL, we now need to add it to our Facebook Ads. This part is straightforward but tedious since we will have to use a different link for each of our ads.Why? Because we want to have different values for the “Content” parameter. If you don’t want this, then you can likely use the same link for an entire ad campaign.Inside Facebook, go to edit a specific ad. You will notice that there’s an input box for the “Website URL” under the Destination section. It looks like this:View imageYou could add your URL with UTM parameters BUT Facebook actually included a special input for our parameters. If you scroll down just a bit, you will see this:View imageIf you use the Google URL builder, you likely ended up with a website URL that looks like this:https://practicoanalytics.com/**?utm_source=mailchimp&utm_medium=email&utm_campaign=spring-campaign**Simply take the bolded part (everything after the question mark) and copy it into the “URL Parameters” input in your Facebook ad.That’s it! You now have taken your first step to optimizing your Facebook ads. I’ll show you how to look at this data inside Google Analytics in the next section.Creating Attribution Parameters for Mobile AppsMobile apps require a special setup. There are no “UTM parameters” for mobile apps but you can still create attribution parameters to track different components of your ads.1) We’ll start by creating a deep link for our app. You can use tools like Branch.io or Appsflyer to do this. You will need to setup your app with these tools which means adding their SDK into your app. These are the instructions for Branch.io for example.2) I’ll use Branch.io for the rest of this tutorial but the instructions are similar across other tools. Start by creating a new deep link. The first screen will look like this:View image3) We’ll then move to configuring the options for our link. We are interested in adding “keys and values” which will become our attribution parameters.You can use any values that you want here BUT I recommend that you use the default web values like utm_source, utm_medium, etc. This will give you consistency with your web traffic.View image4) You will also need to setup your app to collect these attribution parameters after a user installs your app (if only it was easy as web traffic).This means adding some code that will listen for these parameters and then send them to the appropriate analytics tool. For example, these are the instructions that your developers can follow to send this data to Google Analytics.For tools like Mixpanel and Amplitude, you also have a similar process. Once you receive the attribution parameters, you would then set them as user attributes or send them in an event which you can call something like “attributed install”.5) Finally, we can add our new tagged deep link to our Facebook Ads. Hooray!This process will be straightforward and tedious because you will need to create a new deep link for each of your ads assuming you want to track individual ads. Otherwise, you can create a general link for an entire campaign.After you open the edit screen for an ad, simply scroll down until you get to the “Creative” section and look for the “Deep Link” input:View imageCopy and paste your deep link and you’re done! Pat yourself on the back for a job well done.Viewing Your Facebook Data Inside Google Analytics (and other tools) to Optimize Your Facebook AdsOnce you implemented your UTM or mobile attribution parameters, we can start to dig into the data.In Google Analytics, this is how you view your data:1) Go to “Acquisition” – All Traffic and Channels.2) Make “Source / Medium” your primary dimension (middle of the page links)View image3) You can then dig deeper into “facebook / cpc” or whatever you used in your UTM parameters.4) Finally, you can add a secondary dimension such as campaign or ad content.You’ll be comparing all of this new data against a goal in Google Analytics. You can follow these instructions to create those goals.View imageIn Amplitude and similar tools, you can use the user attributes that you set across most reports. For example, we can create a retention table just for Facebook users using the following query:View imageIf you decided to send an event with your attribution parameters, you can then use this event across any reports like funnel analysis or retention tables.Why Are My Facebook Conversions Different than What I See in Google Analytics and Other Tools?Whoa. You spent all this time getting your tracking in place and you’re now seeing discrepancies in your data against your Facebook ad data.Relax, this is normal.Most analytics tools are 5-10% off when compared to “direct sources” so you will run into “missing” data issues (though this can be minimized with the right analytics strategy).The team over at Stackfield had a great write up on their experience with Facebook ads and the issues they faced. They also experienced common discrepancies:“Surprisingly, Google Analytics reported only 28.818 visits by users who were redirected from Facebook during this timeframe – i.e. 8,81 percent less. From these users, 3.786 registered on Stackfield.” – SourceWhy does this happen? There’s ton of reasons. Shanelle Mullin, from Conversion XL, mentioned one of the most common ones below:“But here’s the thing. Facebook tracks conversions a bit differently than most people realize, which is why it might record a conversion that Google Analytics wouldn’t. For example, Facebook gives the conversion credit to the first touchpoint while Google Analytics gives it to the last.” – Shanelle MullinInstead of trying to get the accuracy down to a decimal, take a different approach.Use your third party analytics tools to look at trends and not absolute numbers. Which ads are leading to more conversions? Are Facebook users as engaged as your other users? Do they have an equal or better retention?You can then look at Facebook for your absolute numbers. Remember that we are focused on ROI and we can use trends to optimize our Facebook ads to a better ROI.Let me know if you have any questions!

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