Huge difference between Facebook Ad Click figures and Apache log requests

Posted by Gearóid on Pro Webmasters See other posts from Pro Webmasters or by Gearóid
Published on 2012-02-14T16:14:48Z Indexed on 2012/03/20 5:40 UTC
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google-analytics

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facebook

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apache2

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We're running a facebook ad campaign for our business but there seems to be a huge discrepancy between the number of clicks registered and the number of requests made with "facebook.com" in the HTTP referrer.

The difference can be anything between 40-80 clicks/requests.

I understand why the Google Analytics would be off and I understand that the figures shouldnt be exactly the same but surely if 100 people click the ad then I should be seeing at least 90 requests for the homepage with facebook.com as the referrer?

Can anybody provide any insight into why this may be happening?

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