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Introduction to the new Facebook Analytics

The Facebook Analytics analysis tool offers numerous insights into fan pages, apps, pixels and websites. What exactly Facebook Analytics offers and how it can be used is explained below.

Facebook Analytics: What is it & how do you get access?

To access Facebook Analytics, call up the Ad manager tab. Under the menu item "Measurement and reports" you will find the "Analytics" tab. The great thing about Facebook Analytics is that it can monitor all of your ad manager's websites, apps & fan pages in one place. central location summarized. Facebook Analytics works in a similar way to other tracking tools (e.g. Google Analytics). Facebook Analytics collects user information on websites & apps and prepares it for analysis.

In order to obtain data about your website visitors or app users, the Facebook pixel on your website or the Mobile SDK in your app.

In the following, I will explain the different analysis options for the menu items "Activities", "Users" and "Facebook platform".

What analysis options are hidden behind the "Activities" menu item?

  1. With active users These are people who have interacted with your website/app in a certain period of time (usually 28 days). You will also find information on the number of visitors, their session length and the percentage distribution of gender and age group. You can also create segments to gain further insights.
  2. At "Revenues" you will find the revenue generated on your website or in your app. You can also create segments here to find out more about paying customers.
  3. Under the menu item "Funnels" you will find the events created (e.g. View Product, Add to Cart, Checkout, Purchase). By analyzing the funnel, you can see where your customers bounce and make improvements here.
  4. "Binding": Here you will find information about the number of returning users on your website / in your app.
  5. The point "Cohorts" provides information about events carried out by users over a certain period of time. This allows you to determine customer loyalty and customer value, among other things.
  6. Under the menu item "Breakdown" you will find information about your users, such as demographic characteristics and devices used.
  7. Under "Percentile" you can find out which people are most active in your app or on the website.
  8. "Events": Here you will find a summary of all events in your app or website. By using segments, you can even take a closer look at the events triggered here.

What analysis options are hidden behind the "Users" menu item?

  1. "Highlights": Here you will find information about your users, such as age, gender, language, location and devices used.
  2. "Demographic information": Here you will also find the education level and relationship status of your users.
  3. "Like": Facebook fan pages that are most relevant to your users are listed here.
  4. "Technology": Here you will find detailed information on end devices, versions and operating systems.
  5. "Household/Purchasing": Currently only available in the USA. In future, you will be able to find out information about your users' lifestyle, purchasing behavior and income here.

What advantages does Facebook Analytics offer?

  1. Cross-device tracking: In contrast to Google Analytics Facebook can track users across multiple channels so that Facebook advertising measures can be assessed more accurately. 
  2. Personalized tracking: A major advantage of Facebook Analytics is the personalized tracking. Google Analytics, on the other hand, works based on Cookies and can therefore only display sessions. Facebook recognizes the different touchpoints of users with the website, particularly in the attribution view.

Disadvantages of Facebook Analytics: 

The big disadvantage of Facebook Analytics is that Facebook cannot identify any other visitor sources apart from Facebook itself, so the sole use of Facebook Analytics is not sufficient. For this reason, the use of another website analysis tool compelling necessary.

Another disadvantage is that no information can be obtained about the visitor flow (target page, exit page).

Conclusion Facebook Analytics:

Facebook Analytics is a very exciting analysis tool with the advantage of being able to identify visitors across multiple channels. The use of Facebook Analytics for mobile apps is particularly advisable. As a stand-alone tracking solution, however, Facebook Analytics is unlikely to be popular, as it does not provide information about visitor sources or the flow of visitors to the website.

Tobias Dziuba

My name is Tobias and I am the founder and managing director of the Amazon agency Adsmasters GmbH based in Düsseldorf.

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