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I wrote a post titled “What is Facebook Analytics?” before. In this article, I told you that Facebook should enter this area too long ago, and many of its features are not yet active on April 3, the date of the article. In the 9-month period, Facebook Analytics has developed fairly well as a product and is almost literally an analytics tool.

You can find the home page of the tool in the Facebook Analytics link. So, what does Facebook Analytics promise us? Let’s examine this a little deeper, shall we?

Demographics

In my opinion, Facebook > Google when the issue is demographics. Facebook is much more successful than Google in creating audiences and is also more lucky. The biggest reason for this to be better is because people often give more accurate information to Facebook. Google is slowly trying to create an audience based on the habit of searching for users and the location history. For example, the beta masses, such as “moving home within 3 months” or “getting married within 3 months“, offered by Google for the use of some advertisers.

Omni-Channel Advantage

At the moment I think Facebook is the company in the world that can easily solve the Omni-Channel and Cross-Device issues. They’ve already stated as a matter of fact. It had to be the result of asking so many permissions on their mobile applications, right? Facebook seems to have a diss with Google Analytics as they talks about the Omni Channel:

Traditional analytics tools ask you to link each user interaction to a user ID so that users can refine their behavior. That means; In order to accurately measure the user’s journey, the user must subscribe to or login to the website, app or other channels.

The Omni Channel reporting looks pretty good too. You can look at different sections by channels.

Event, Cohort, Revenue, Retention and Transformation Funnels Organization

Although Facebook does not offer any extra difference on the revenue and funnels side, I see it more efficiently than I thought it was more valuable and true, but on the cohort side, I think it’s one step ahead of Google Analytics. As a demonstration and grouping, it takes you further than Google Analytics.

Automatic Statistics

One of the most favorite features in Facebook Analytics was automatic statistics. It informs you about the outcome of a data that goes well or poorly and attracts attention. For instance; “An increase in visits from Bursa and as a result of these increases, there is an extra increase in the conversion rate.” Facebook Analytics denoted.

Push and In-app Push Notifications

I haven’t had a chance to try this yet, but according to Facebook, you can create notification campaigns and send it as an in-app if you want to. This is a very remarkable feature that will make many digital marketers happy. Instead of using an external push tool, it would be quite convenient to use it to create audience. I haven’t experienced it yet, so I can’t tell you anymore, but it’s going to be a growth product, not an Analytics product in Facebook’s product scheme. I think they’re integrating the consequences here. If you want to get more information, you can review the Facebook Push Campaigns page.

Who’s using it?

Facebook Analytics are used in many companies worldwide. I use it in a lot of my accounts. It’s interesting to me that there are Baidu among Facebook Analytics users. According to the latest news, the Facebook banned in China, but it seems strange that Facebook Analytics is being used by Baidu.

Reporting Screen

In Facebook Analytics, the first reporting screen is called “Key Metrics” and has metrics that everyone is most interested with. You cannot customize this field. Frankly I would love to get the ability to customize the first splash screen, except for the custom report. In the Welcome screen, you can see demographic information, intensity by time, and user movements in the last 24 hours. In the continuation of this, standard other metrics are the same. It’s a remarkable point, and I think Facebook’s Analytics stands out the singular user metric. Facebook has also stepped forward while the Analytics world focusing on the number of users rather than the session.

You can see the details of your desired metric from the menu on the left. There are two things I’d like to bring forward, the first part is “Page Likes.” Here you can see which pages your visitors interact with. I think it’s a very valuable field, but the segment creation seems to be functioning somewhat wrong.

The second one I want to highlight is the “Custom Dashboard”. You can also write your goals if you wish during the setup of Dashboard. This area needs a little more improvement, but it’s good for starters.

I want to repeat what I said in the first paragraph. Facebook Analytics has improved as a product in 9 months. It’ll advance further. If you’d like to set up Facebook Analytics on your site, apps and pages, you can get help from the Facebook Analytics Setup page.

Berkan Bagci

I am an online marketer who focused on web analytics for years. I did lots of GTM and GA setups for big websites in Turkey. Also I made a success story with Google Optimize and it has released on Jan 2018.

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