It is important that businesses understand how people interact with all their touch points online and offline. When you track information about website visits, social media interactions, mobile app use etc, you will be more informed on the actions needed to optimize and grow your business. How can you gather these much required data? This is where Facebook Analytics come in.
For instance, there are over two billion people on Facebook and its family of apps including Instagram. A significant volume of your website traffic and online engagement will come from these Facebook population. Therefore, it is important to pay attention to the robust FREE analytics tool Facebook provides.
Facebook Analytics is only analytics tool built on insights from Facebook’s two billion-person community.
What is Facebook Analytics?
Facebook Analytics tool lets you get a deeper understanding of where and how people interact with your business, across all of your properties (app, website, Facebook page and Instagram profile).
When you integrate this free analytics tool, you get to easily track your growth, engagement, and monetization efforts. You also see conversion rates and other important metrics and reports for all of your properties.
Why Facebook Analytics is Important
Facebook Analytics is the only analytics tool built on insights from Facebook’s two billion-person community. Facebook Analytics also help you with the following:
- Get a deeper understanding of where and how people interact with your business across your website, app, Facebook Page and more. Then, optimize and grow.
- Understand the channels that matter most to your business. People come to your business on different channels using multiple devices. When your analytics go beyond last click and sessions, it’s easier to make smarter strategic decisions.
- Get to know the people who care about your business. Aggregated, anonymous data from analytics, gives you a more complete picture of the people interested in and already using your business.
- Understand your complete customer journey across channels – from your website to your Facebook Page, with analytics
Getting started with Facebook Analytics
Let’s start with the analytic points already on the palm of our hands – Facebook and Instagram mobile app.
Facebook and Instagram business pages are preinstalled with Insights sections. You can therefore review your analytics reports for these apps on the go
However, in other to track activities on your website and mobile app, you will need to implement the Facebook pixel and Facebook SDKs respectively. I will explain these shortly.
Instagram Profile Analytics
Analytics on Instagram otherwise called Insights is accessible via the business profile. It also offers information ranging from the page performance, number of people reached, distribution of the page followers by gender etc.
Facebook Page Analytics
Accessed via the Insights section of every Facebook page, you can see your page growth over a 28 days period. As shown here:
Mobile App Analytics
Facebook App Events allows your app to track events, such as a person installing your app or completing a purchase. To set up these App events, you will need to implement the Facebook SDK.
Facebook Software Development Kits (SDKs) enable you to pass app event data from your Mobile app to Facebook. As a result of the app event data, you can accurately measure the actions people take in your app.
When you implement the SDK, you can get aggregates of demographics and rich insights from your App. Such as how many people launch your app, how often people make purchases and many other interactions. Learn more about Facebook SDK integration for Android and iOS mobile apps here.
To track visitors on your website, you will need to connect your website to Facebook Analytics with code snippet – the Facebook Pixel.
The Facebook pixel is an analytics tool that allows you to measure the effectiveness of your advertising by understanding the actions people take on your website. The pixel is the connection between your website and Facebook Analytics. I documented everything you need to know about the Facebook Pixel and how you set set it up without writing a line of code here.
Learn how to read the Facebook Web Analytics Dashboard
The Facebook web analytics dashboard shows a comprehensive analysis of how people interact with your business online; including age of gender of your audience, location of your web visitors, top performing pages and so on.
Here is a live view of my analytics dashboard and the very important information it provides.
- Highlights showing the number of new and unique users to your website for the past 28 days. When you scroll down on this page, you have access to more robust information. Let me work you through…
Understanding the metrics
- Growth Metrics
- Active users in the past 24 hours: This chart shows the number of active users per hour over the last day. The most recent point shows data for the current hour.
- User activity: This graph shows the number of daily, weekly and monthly active users for each day.
- For a given day, Daily users is the number of unique users who were active that day.
- Weekly users is the number of unique users who were active during the week leading up to that day.
- Monthly users is the number of unique users who were active during the 28 days leading up to that day.
- Top traffic sources: This chart shows the traffic sources that drive the most people to your website.
- New user traffic sources: This chart shows the traffic sources that drive the most new users to your website.
- Top new user location: This chart shows the countries with the greatest number of new users who interact with your business.
- New users: This graph shows the number of new users per day.
- Engagement: Each cell shows the number of people that used your product by hour on a particular day.
- Bounce Rate: The percentage of web sessions on any given day with only one page view.
- Top web pages: This chart shows the web pages on your website with the most page views.
- Gender: The number of unique users who interact with your business, broken down by gender.
- Age: The number of unique users who interact with your business, broken down by age.
- Location: This graph shows the five countries with the greatest number of unique users who interact with your business.
Conclusively, Facebook Analytics is a robust tool that gives you an holistic view of how people interact with your business online, especially if you are advertising with Facebook and Instagram.
An alternative to this is Google Analytics and I will be documenting everything about Google Analytics in an upcoming blog post as well.
So, please share this post on social media using any of the buttons below, to encourage me to keep creating these resources.
Will you be paying more attention to Facebook Analytics from now? Let me know.