What is Facebook Analytics?

If you’ve been on Facebook for a very long time, then you might have come across a term which is known as Facebook Analytics.

In 2017, Facebook launched a new tool called Facebook Analytics that is to get a deeper understanding of what actions people are taking all the way to your website.

Facebook is one of the most popular platforms for people as well as for businesses. The business owners can easily manage with the potential audience and the current customers.

You need to have information about the people who are actually engaging with the pages of your business on the platform of Facebook.

It’s one of the main reasons why you need to take the help of Facebook Analytics and different analytical tools.

Facebook Analytics helps you analyze the data on the Facebook Platform. You’ll know the traffic that you get on the pages of Facebook. It’s a free tool that requires Facebook Page and Pixel.

Facebook Analytics is defined as the process of examining all types of data gathered from Facebook to help users to achieve worldwide global reach.

It also allows you to obtain a significant number of backlinks from unique visitors along with the possibility of lead generation.

Facebook Analytics is a complete tool that visualizes entire sales funnel, the lifetime value of users, and shows how organic and paid strategies are interconnected.

Facebook Analytics has been developing with the newest updates that are as follows:

• It can track the customer journey across different channels such as mobile, desktop, Facebook Page, Facebook Ads, website, and other platform ads, emails, and links with UTM parameters.
• It has aggregated demographic information about visitors and conversions.
• It can track from Sales funnels to behavior, conversions, revenue and also understand which customer journeys are most successful.
• The ability to build custom audiences and learn from specific behaviors.
• You can create Event source groups in a dashboard to segment and retarget people who follow a specific event path.

Facebook Analytics with new upgrades like funnels and journeys were developed to solve the problem of not being able to see the full picture of what influences a conversion decision.

Facebook analytics is able to tell the information via cookies and the data is recorded when its users are signed in to the website or app.

This follows them on the journey once they leave Facebook that includes the interactions with the website or app.

Some of the key ways to improve your business via the insight tool include:

• You can discover new audiences.
• You’ll discover how to reach a more loyal customer.
• You can boost return on ad spend (ROAS).
• It’s easy to optimize conversion in new markets.
• You can filter audiences to create targeted marketing.
• It’s easy to optimize performance with segments and funnels.

How to Use Facebook Analytics –

Facebook Analytics is a powerful tool available for free to advertisers, developers, and product managers to better understand the performance of their apps and websites.

You need to go into your brand’s Facebook page and then click on the Insights. Facebook called their Analytics Insights and you can access it from your business page.

Here you can find out different Analytical details that will inform you about the performance of your Facebook business page.

Your Facebook Analytics dashboard gives an overview of page performance. This overview page will include:

# Actions on Page – The number of clicks on your Page’s contact info and Call to Action (CTA) button. Here, you’ll be able to select the period to see metrics.

You can dive into the following metrics to check out the page actions:

—- Total Actions on Page – This graph shows how many users clicked on the Get Directions button, Website button, Phone Number, and the action button.

—- Demographics by Action – You can see the number of people who clicked each element in groups classified by age, gender, country, city, and device. Each of these metrics divides into a variety of groups that help you to understand the audience better.

# Page Likes – It’ll allow you to see how many people liked your page over the time period you select. The Likes section will discover the main areas of Total Page Likes as of Today, Net Likes, and where your Page Likes happened.

Here, you can see:

—- Total Page Likes as of Today – How many people currently like your page.

—- Net Likes – This chart shows you to compare your performance over time. It also provides a visual for un-likes, organic likes, paid likes, and net likes.

—- Where Your Pages Likes Happened – How many times users liked your page by location.

# Page Views – The page views is another metric to see with Facebook Insights with different metrics that you can see:

—- Total Views – It shows how many total views your page had within a specified period. You can divide into total views by section that allows you to see how many users viewed your homepage, posts, about section, photos, and reviews.

—- People Who Viewed – It’ll provide information about the user who viewed your page by section, age, gender, country, city, and device.

—- Top Sources – It’ll outline the sources of your page views including Facebook, Google, Website, and more. It’s the chart of referral source of your page views.

# Post Reach – How many people have seen the content you posted over the specified time period. Here, you can access the core metrics related to Post Reach, Recommendations, Reactions, Comments, and Shares, Hide, Report as Spam, and Total Reach.

—- Post Reach – It’s divided into organic and paid posts. It shows an estimated number of how many users saw one of your posts on their screen.

—- Recommendations – The number of times users recommended your page in posts and comments.

—- Reactions, Comments, Shares – The number of reactions, comments, shares, and other reactions that your posts received.

—- Hide, Report as Spam – How many users chose to hide your posts, hide all posts, reported your page as spam or un-liked your profile.

—- Total Reach – An Estimate of how many users saw about page or any content from your overall page on the screen.

# Engagement – How many people lied, shared, or commented on your posts over the selected time period. Here, you can access this section like When your fans are online, Post Types, and Top Posts from pages you watch.

Here you can find all the details related to visits, posts, videos, and people that are associated with your Facebook marketing strategies.

—- When Your Fans are Online – A graph will show in which days most of your fans are online along with a graph to be looking at your page.

—- Post Types – This is further divided into photos, videos, and links. The success of post types based on the number of users they reach, the number of clicks on each post, and the reactions, comments, and shares.

—- Top Posts from Pages You Watch – It’ll show the content that your competition posted along with their engagement.

Facebook Analytics vs. Facebook Ads Manager –

Facebook Analytics isn’t the same as Facebook Ads Manager:

• Facebook Analytics looks at all of your data such as pixel, Facebook page, Facebook Messenger, and bots, and other platforms ads to create a whole picture. You can see how your different campaigns (organic and paid) influence a customer’s journey.
• Facebook Ads Manager allows to see data around specific ads campaign, but it doesn’t look at the complete journey. It gives only specific detail around specific campaigns.
• Facebook Analytics allows you to learn about the users of your product or services, and how they reach there and what actions they have taken. Facebook Ads Manager is planned to create, manage, and measure Facebook ads.

Advantages of Facebook Analytics –

The biggest advantage of Facebook analytics is that it leverages Facebook’s ability to identify a specific user across devices and sessions to provide insights that reflect an individual’s behavior.

Facebook Analytics has the ability to build accurate audience segments with the demographic information available to Facebook.

Facebook analytics differs from the guesswork that other analytics platforms use to identify the age, gender, and location of your users.

Facebook Analytics allows you to build graphs from your micro-level data to display what’s happening to your audience as they interact with you on different touchpoints.

Facebook Analytics includes many crucial tools that can be used to great effect that includes the following items:

# Funnels – You can track progress to conversion across several funnels such as Facebook page, website, mobile or desktop, etc. to see where the current efforts are succeeding and failing.

You’ll be able to build visual paths in your sales cycle to analyze how the different parts interconnect.

In Funnel, you need to click Create Funnel and select all the funnel steps you want to include and cal select them in sequential order.

You can choose given options such as a message sent, page views, conversions, add to cart and more. The funnels data can help you to decide how best to set up your campaigns.

You can improve the CTA on your ad and can create more compelling content so that more people can click through to the website. Funnels allow you to monitor a customer’s journey via your experience. I

t can be an e-commerce checkout, or any signup or registration process. Funnels are the best way to identify where you could spend your resources and optimize.

# Retention – You can monitor customer retention across multiple campaigns and other sources to see where customers are being lost.

Retention is the second half of the growth equation after the acquisition. Cohorts are the way to understand how well you retain users and how changes to websites or apps affecting that retention.

You can look at how changes to your website or app affect lifetime value (LTV) or any other event with the help of Facebook analytics behavioral cohorts.

# Journeys – You can put your understanding into the customers’ steps while interacting with your product or services up to or beyond the point of conversion.

After signing in to Facebook Analytics, there is a number of main features to look at which are very significant.

Facebook analytics omnichannel makes it easy to monitor activity across devices and get a complete view of the customer journey.

Facebook analytics has many reports that can help you better understand customers and their behavior across devices and channels.

# Segments – You need to zoom and understand different audiences to understand users. You can see the demographics of top-performing customers by value.

You can also see a particular demographic conversion in your funnels. You can learn how different groups behave by separating them into different demographics and audience types.

# Growth Metrics – Here you can see multiple features including New Users, Unique, Users, and Retention rates that give brief insights. This tab shows the number of active users including a separate figure for unique users.

The User Activity tab will reflect daily, weekly, and monthly figures. This data shows a clear picture as to whether the channels are growing or declining.

The insight gives a perfect foundation while the results are generic rather than looking at individual elements.

# Engagement – The Funnel page is found under the Activity tab and you can set up a Funnel that monitors the journey taken by users.

You can set multiple funnels with a simple 3 steps option that you can look at Post Comment >>>> Page Views >>>> Purchase.

You can monitor whether there is a transition from post comments to page views and to purchase that tells about to focus on content that improves engagements.

The funnels can look at relationships like watching videos >> purchase or entering competitions >> purchases. The data about customer journeys will allow adjusting your strategies accordingly.

# Revenue – The Revenue Report page is found under the Activity Tab. You can set up the data range and look at the different graphs to show revenue rates across different age groups, gender, and other demographics.

This report shows the percentage of sales from each audience immediately highlights primary and secondary key target markets. You can take a look at the Customer Lifetime Value metric that will show how much money users are spending.

# Daily Insights – The Daily Insights tab will provide in-progress insights that tell about if anything needs immediate action.

It’s a great way to test new ideas and strategies that shows negative in the daily insights to make in favor of something known to work.

# Customer Lifetime Value (CLV) – It’s an estimate of how much revenue you should expect to receive from your customers over the course of their lifetime or the duration of their relationship with you.

CLV helps marketers focus on nurturing loyalty rather than forever chasing new leads. Facebook Analytics helps you in the customer lifetime value (CLV) which is a very difficult metric to nail down.

Conclusion – Facebook Analytics collects all the information in one place and visualizes them in a simple and eye-catching way. It gives the basic introspection and saves your time in the data processing. The true value of Facebook Analytics is in how you choose the data to use. You could gain a significant advantage over your competitors, and differentiating yourself on the Facebook platform by using Facebook analytics.