This is an interesting module to go through considering the reach and importance facebook has in the digital marketing and social media landscape.
Our instructor Chris Mercer takes us through facebook analytics.
We start off by learning the following:
1.When (and when NOT) to use facebook analytics (fba)
2.Where FBA fits in the measurement ecosystem
3.Using the fba demo account
The good thing here is that we are going to be looking at the facebook Analytics demo account.
Here, we can practice what all we learnt and that’s a good thing.
What is Facebook Analytics.
It is not Ads Manager. That’s clear. It is also not Page Insights which we generally have in our page.
Facebook Analytics helps you learn about the types of people using your event source. For example, how they found your website, Facebook Page or app, and what actions they’re taking on it. Facebook Ads Manager is designed to help you create, manage and measure your Facebook ads.
If u do a Google search for fba, u do end up getting a lot of page insights. That is not correct.
We are talking about facebook analytics. To go here, we need to go to facebook.com/analytics
When we start initially, it takes time. For my own page ‘digital journos’, we can see that the facebook page data is being prepared. You can see this below.
We learn about the differences between FBA and Google Marketing Platform.
Why should we use FBA?
The reason why we use fba is because of traffic sources. Eg Instagram is a huge traffic source and that’s where fba analytics comes in and it can give us data from inside.
Demo Account
So now we get access to the facebook demo account. The link is measurementmarketing.io/go/fbademo
When we open this, we see the current version of the fba demo account.
We want to use this to get insights on the behaviours that are happening in platforms like facebook, or facebook pages, or the Instagram posts. You can also open https://analytics.facebook.com/ to go through their help section where we can get an idea about the following.
In the second part we learn how to set up Facebook Analytics.
Lesson 2: Set Up Facebook analytics
Here we start off by learning a few key terms like
Events, Event Sources, EGSs, otherwise known as Event Source Groups,BAGs, otherwise known as Business Asset Groups.And of course, there’s Private Groups
Everything is an Event.
We go thru an idea about how to set this up. We are taken through what is an event, private groups, pages, etc on the facebook analytics page.
I like the fact that we have been giving a guide or links to go through and check them for ourselves.
It’s a good thing there is a demo account to follow.
Lesson 3: Now we come to the part where we are taking a tour of facebook analytics.
Overview and Dashboards: whenever we open fba we see an overview in the demo account. In dashboards, we can do a lot like charts like bar, breakdown, cohort heat map, etc
The two main types of report are
1.Activity: here we go through the highlights. Active users are what they are.
Revenue is how much money are we making and measurements matter here a lot.
Outcomes are also about what’s happening to a specific story. Events are also there while overlap is a Venn diagram.
2. People — we have demographics, education level, job titles, we learn about the people, who are my users and what are they into.
This comes when you have a lot of traffic. This is similar to Google Analytics.
Technology is about which devices are they using. There is also Settings where you can manage a few things here if you want.
But most of the times, Merc tells us that Funnels is the key one to look at.
In the last part (Lesson 4) we are learning how to build funnel reports in facebook analytics.
There are two parts to it.
1. Build and Use ‘Funnel’ reports in facebook analytics
2. Understand ‘filters;
We will also learn how to use ‘Funnels’. How to create a funnel where we select an event, pixel based event, etc
Funnels in Facebook Analytics are made up of events, which act as steps that you want to measure. Create funnels to measure conversions for a sequence of actions and to see how long it takes for conversions to occur.
This is a very detailed explanation about the Funnel and how it works. It will certainly take some time to go through and understand.
In the last part, Wrap up and Resources we go through some of the steps we learnt so far.
Some of the resources we can use are highlighted are:
Facebook’s “Facebook Analytics” Page
https://www.facebook.com/facebookanalytics/
Troubleshooting Facebook Analytics
Not related to analytics but I had done the Facebook Blueprint Associate exam a few months back. That was related to the ‘Ads Manager’ and it was also good to go through that course and learn a lot more about different campaign objectives etc.
(This is a part of my series as a fellow with CXL institute where I am pursuing a mini degree in Analytics)
