At first glance, Facebook Analytics is no different from any other analytics tool: visual graphs, charts, descriptions, beautiful phrases about programmable strategies based on data, concepts aimed at maximum results. And although these descriptions can be found in any analytics tool, Facebook Analytics really stands out among them.
In this post, I’ll talk about the benefits of Facebook Analytics compared to other tools, and what kind of data it processes.
What is Facebook Analytics
Facebook Analytics is a tool that monitors a large amount of data interesting for a business owner – page views, peak traffic times, visitor demographics, and much more. However, a distinctive feature of Facebook Analytics compared to other tools is that it offers a clearer picture of how your Facebook ads work and the effect your Facebook page has on your business.
To access Facebook Analytics, you need to register a special Facebook Business Manager profile, and in it click on the menu in the upper left corner and find Analytics in the Measurements and Reporting section.
Facebook Business Manager is the platform on which Facebook and Instagram advertising campaigns are launched. Target groups are also set there and images for advertisements are selected.
To collect data, you also need Facebook Pixel installed on your site. They enno Facebook Pixel, which is a piece of code to collect information about actions on the landing page information, collects data from your website, and sends them to the Facebook Analytics.
On the Facebook Business Manager Facebook account, the Pixel is also located under Measurements and Reporting.
What data does Facebook Analytics collect?
In general, Facebook Analytics is no different from Google Analytics, the leader in free analytics solutions. So, for example, the main window of Facebook Analytics looks.
You will see information about the number of new users, average session duration, most visited pages, traffic sources, and much more. In addition, the graphs display information about operating systems, the native language of site visitors, their age, and hourly activity. All this information can be used to improve the results of advertising campaigns and website promotion.
In the Facebook Analytics mobile application, in just a couple of minutes, you can configure the data that will be displayed when you log in. And then going into the application, you can immediately see the necessary information.
The program interface is quite convenient, and most importantly – you can quickly find detailed information about site visitors.
How is it different from Google Analytics?
In fact, Facebook Analytics is not very different from Google Analytics, and both tools are available as a mobile application.
What makes Facebook Analytics interesting?
Its feature is that it integrates perfectly with tools for promoting sites and Facebook products. Pretty logical.
If you need to collect information about campaigns conducted on Facebook using Google Analytics, then in this case two completely different systems interact. Facebook on the one hand and Google on the other.
Of course, you can track Facebook results using the Campaign Builder feature on Google (UTM tags). But will it also be convenient?
If you create an advertising campaign on Facebook or add content to your Facebook page, then all statistics are automatically tracked in Facebook Analytics. And no additional code is required. All the data at your fingertips, no need to switch profiles or jump to other pages. Naturally, the rule also works in the opposite direction. Google Analytics is ideally suited for collecting activity information in Google Ads.
Part of the large Facebook ecosystem
I emphasize once again that you can really get data on Facebook campaigns in Google Analytics. But there is data that is difficult or completely impossible to see in the analytics tool from Google.
For example, Facebook Analytics allows you to combine actions in an online store with what’s happening on your Facebook page. For example, determine which of your publications contributed the most to your store.
At the same time, you can view data separately on the site page and pages on Facebook, or we are using in our landing page for USAA Routing Number can combine the data received by Pixel and Facebook pages and get a holistic view of the Internet promotion of your company.
Surprisingly, although Instagram is owned by the same company as Facebook, viewing data on this network in Facebook Analytics is not possible. You need to use Instagram Insights to track Instagram data.
A distinctive feature of analytics on Facebook is the presence of groups (cohorts) with which you can choose an action and track marketing results for the right time. You select an action and then track the behavior of the people who perform these actions. Access to actions in the Facebook messenger is available only in Facebook Analytics and nowhere else.
The Client Path tool, launched in May 2020, is a relatively new feature that allows you to track data on different devices. also to TD Bank Routing Number, The idea is to understand the impact of the different channels that people use and identify patterns of behavior that lead to conversions. Hence the name – the path.
What does it look like in real life? Maybe those who visited your Facebook page are more likely to go to your online store and buy something? Or do visitors who asked a question in the messenger have a higher average order price? The path allows you to identify these connections on different devices – whether it be a desktop PC, an Android tablet, or an iOS smartphone.
One of the biggest advantages of Facebook Analytics is the analysis of the store on the same platform. You can make a purchase directly from the Facebook page.
The visitor clicks the Buy button, goes to the store page, where all his actions are recorded by the Facebook Pixel installed there and sends the collected data to Facebook Analytics.
Facebook Store Example
Obviously, if your store is created on the basis of the Facebook page, then it makes no sense to look for some other data analysis tools other than Facebook Analytics.
Facebook is to some extent present on millions of desktop and mobile screens. Even if you do not use this social network for communication, you are most likely to visit the sites where Facebook Pixel is installed or view company profiles. Facebook is everywhere.
So, if you are the owner of a company or store, then you need to get acquainted with this tool. Facebook Analytics is best tuned for the processes and tools of one of the most powerful business promotion channels.