Facebook Analytics: How to use it for your business

Facebook Analytics allows you to better know the profile of users who visit your company page. Here's how to use it to grow your business.

The in-depth study of the statistical data contained in Facebook Analytics allows companies to better know the profile of the people who make up the relevant audience and, therefore, to improve communication accordingly.

In this complete guide we will find out more specifically what Facebook Analytics is , how it works, what it is used for and how it can be used to grow a company.

Facebook Analytics: what it is and what it is used for

Facebook Analytics is a tool made available free of charge by Mark Zuckerberg's social network, which can be accessed both from a browser and from an app. Inside, through a refined cross-device tracking mechanism and with the help of a pixel, numerous statistical data useful to companies are shown .

Thanks to the information present in Facebook Analytics, for example, it is possible to find out how people use the Facebook page, the app, the website or other channels defined here as " origins of events " and how they move from a channel to the other, in addition to the aggregated demographic information (from age to gender) of the people who interact.

Unlike Facebook's Advertising Manager, which allows the user to create, manage and analyze advertisements on the social network, Facebook Analytics is a tool designed to make the user discover more information on the types of people who use the product , on how they knew him and what actions they perform .

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Facebook Analytics: how it works and how to use it

When accessing Facebook Analytics, a predefined dashboard is displayed which presents the main data relating to " growth ", " interaction " and " demography ". However, it is also possible to create and manage customized dashboards to find, display and share the metrics and graphs deemed most useful for understanding how to present the right content to your audience.

Among the most important reports contained in Facebook Analytics there is the one related to "funnel" , which allow you to measure conversions for a sequence of actions and, therefore, to trace the user's path from the first contact to the achievement of the ultimate goal .

The " revenues " item shows the turnover of the activity on Facebook in a precise date range and, with it, the number of unique buyers, the average number of purchases for each customer and the value of each of them, in addition to other valuable information.

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Furthermore, through Facebook Analytics it is also possible to measure the " customer lifetime value ", ie the value that indicates the profit generated over time by a customer who is not limited to a single purchase.

Facebook has a great deal of information about its users and, through Facebook Analytics, it is possible to trace many of them. For example, thanks to the aggregated data on age, gender, position, education and interests, you can have a more detailed idea of ​​your target audience. It is also possible to choose a personalized audience to focus on specific audience segments.

Facebook itself, presenting its Analytics platform , recommends requesting the help of an expert to make the most of all the features and benefits of this service.

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