23 Jun How to navigate the new Facebook Analytics feature
Facebook Analytics is a new feature (as of June 2017) for businesses to get more analysis of not just their ad performance but of ALL your website visitors.
For Facebook Advertisers, there has always been a separation of manually checking analytics and your ad performance to match up the numbers correctly. This new feature now allows you to get the analysis you would in Google Analytics, but within the Facebook environment.
The best part though, Facebook combines your traffic and website data with their user data to tell you WHO is browsing your website. You can now find out more about them than ever before with detailed analytics on demographics, interests, behaviours and lifestyle choices.
Put simply, Facebook is trying to take on Google’s Analytics stronghold on website analysis and create their own product to keep the analysis within their platform.
This has the potential for businesses to get a better insight to their user base than the ever have before and could realistically change the way you market and advertise once you see the data Facebook can produce for you.
How does it work?
Facebook Analytics is powered by the Facebook Pixel. The pixel is the ‘beating heart’ of any successful ad campaign and it’s imperative you have it installed on your website.
If you haven’t yet got it installed, head here to download our full guide on how to get it up and running.
Recently, Facebook quietly announced that they were doing some enhancements to the Facebook Pixel without clearly announcing exactly what the enhancements included. It seems that this included bringing in further data to being to populate this analytics section.
The important thing to remember is you don’t have to take any further action to get this new part of the Facebook Pixel. This will gradually roll out to all advertising accounts worldwide (if it hasn’t already) and you can easily tell if you already have access.
- Go to the ‘Analytics’ menu under the ‘Measure and Report’ section of Facebook Ads Manager
- Download the Facebook Pixel helper extension for Google Chrome. https://chrome.google.com/webstore/detail/facebook-pixel-helper/fdgfkebogiimcoedlicjlajpkdmockpc?hl=en
- Once installed, visit your website and check the extension.
- Look for the ‘Microdata’ event to see if it has fired on your site. THIS is the event that sends the data through to analytics.
How can I use the Facebook Analytics section?
When you have access to the new Facebook Analytics, you should go in straight away to set it up so Facebook can begin populating the data. Until you do that, it won’t automatically add the data for you.
You can access analytics for both your Facebook Pixel AND your Facebook Page. The Analytics for your Facebook Page don’t provide much more detail than your existing insights for your page, we’re going to focus on the data from the Facebook Pixel.
Search for the title of your pixel and select it to start to search through the data.
Remember: this EVERYTHING on your website, not just the performance of your ads. Regardless of where the conversion has been triggered from, Facebook is able to track it for you.
When you first open the section you’re presented with the Overview section that, among other things, gives you an overview of your traffic, revenue and who is converting.
Within each section you can also filter by periods of time that you want to analyse.
This where you can start to see some interesting data and begin to grasp the power of this new feature by better understanding the actions that people are taking on your website.
Amongst the options in the Activity section you can also find drill further down into:
Active Users: The number of unique people that use your product, for instance browse your website in a given time period
Revenue: The overall revenue that has occurred on your website including the total revenue as well as average order amounts per user.
Funnels: These allow you to preset certain actions (based on the Facebook pixel events) that people take on your site and how many get to the final step so you can measure conversion rate. This is great to see where users may be dropping off during the process and how you can better optimise it.
Retention: Lets you see how many people are continuing to visit your site after the first time. If you have a site that relies on loyalty then maintaining and monitoring this level is really important to you.
Cohorts: Are groups of people who perform two events you choose during a given time period, such as adding items to a cart and then purchasing.
Breakdowns: These help you understand the specific actions customers take in far greater detail. You can use breakdowns to analyze events by factors like demographics, platforms and more.
Percentiles: You can use this information to find out which groups of people are delivering the most value for you and how to better discover who to target based on who is delivering the most value.
Events & Events Debugging: Allows you to track the events happening in your pixel so you can check they’re working properly.
This section is where Facebook can deliver insights that no other channel can. They match the browser behaviour with their Facebook profile to deliver detailed insights on who they are, where they and what behaviours they perform.
There are five subsections below this menu, including:
Highlights: A basic rundown on age & gender as well as where they are located by country and city.
Demographics: This section details slightly more information about your user base, including which job titles, education level and their relationship status is.
Page Likes: I LOVE this new section as it shows what other pages interests your users have to help you better target and profile your users. Ranked by relevance it shows how many of your current audience like that page and how many likes that page has.
Technology: This section shows you how your audience is accessing your product and on what device. Whether they’re accessing it via mobile or desktop and including which main operating system they use.
Household/Purchase: This is where Facebook gets crazily good at profiling your users. You can see what they behaviours are, including their overall household income, online purchasing behaviour, what the makeup of their household looks like and lifestyle decisions they tend to make. This data is for US Based users only (for the moment) and is connected to Facebook’s 3rd party data partners to get a better insight to their real life behaviours they perform (household makeup etc.)
The best place to start with analytics is to get in there and start searching through the data. Remember, it’s only a new feature and some sections are still in beta so may not be available to you. The capabilities for you to pull meaningful data on your userbase are endless and could have a big impact on your future marketing and advertising strategies.
Happy analysing! Let us know in the comments how you go.