I have GA set up with external payment gateway. The cross-domain linker properly tracks both website and the payment gateway. Ecommerce tracks all referrals correctly (direct, organic, newsletters etc.) however social media (Facebook) doesn't show up or has really low numbers as referral e.g. 1 transaction per 2-3 months. The traffic via Facebook on the other hand is fine when I look at Acquisition. We have regular Facebook & Instagram campaigns - 3-4 posts per week, both paid and non-paid.

I tested in real time by visiting a web link on Facebook, it tracks me down in GA showing Facebook as a referral. Then browsed around the website, jumped on the booking link - all works fine - tracks me as one session, still showing Facebook as a referral. Then stopped any activity for 7-8 minutes and when I came back and clicked on another link, Facebook wasn't referral anymore, I was tracked as a direct visit.

Not sure if that's the issue or if it's an issue at all but I would really appreciate any advise.


  • Do you have anything on your referral exclusion list? – Stephen Ostermiller Nov 18 '19 at 18:33
  • Yes, both the website and the payment gateway are added in the referral exclusion list. – Emil Hristov Nov 18 '19 at 19:26
  • But no social media sites are excluded? Sometimes that happens for social login. – Stephen Ostermiller Nov 18 '19 at 19:56
  • Correct, no social media sites are excluded. – Emil Hristov Nov 19 '19 at 5:48
  • Even though the visit source/medium changes to direct, the conversion should still be attributed to Facebook as GA uses a last non direct click attribution model – Bronwyn V Nov 19 '19 at 12:27

Your Answer

By clicking “Post Your Answer”, you agree to our terms of service, privacy policy and cookie policy

Browse other questions tagged or ask your own question.