There are a lot of changes taking place in the social marketing sphere after Apple took its decision to get its iPhone users to either approve or deny permissions for apps to track their digital activities. With Facebook discontinuing its ‘Analytics’ tool come this June 30th, you now have three ways of getting your analytical quest rolling on in Facebook. They are Facebook Business Suite, Ads Manager and Events Manager.
Facebook Business Suite
This is where you can develop new ads and give a boost to your posts. Here, you can also launch Promotions for your Page as well as get all ‘Insights’ about all your activities. The Insights are available both for your organic pursuits and your paid pursuits too. These crucial data points can be seen at the level of a Post or at the level of an Account and also split across Platforms. They include Metrics that are hard data as well as the overall direction with regard to ‘Trends.’ Insights also include visual reports that capture all information in an easily graspable model to help you in your analytical pursuits in following up on your promotional pursuits. All data from your Ad account are included together with data from your Facebook Page and Instagram Profile.
Just like in Facebook Business Manager, you can set up roles for allowing access to Facebook Business Suite. With regard to the specific metrics that you can access with Facebook Business Suite, ‘Home’ is where you see all notifications from Facebook and Instagram. While ‘Home’ gives you the overview on ads and posts, ‘Activity View’ gets you all the updates on ads as well as data on Likes and Comments from both your Page and your Instagram. In the ‘More Tools,’ you can switch to Facebook Ads Manager, Events Manager and other tools such as Billing and Business Settings.
Facebook Ads Manager
This is the place for you to get your Ad campaigns going. The audience for your ads and the budget that you have for the campaign are all worked out and defined here by you. Then, get the reports for your ads by setting the timetable for the generation of the reports. You can get the Reports for each account or for all your campaigns put together.
Here, you can get in on the action of your customers and the events they complete, after adding the Pixel code base to your site or after you have set up the Conversions API. In addition to the two Facebook Business tools of ‘Pixels’ and ‘Conversions API,’ Events Manager also gets you the information on what is going on in your website, app and also the events at your physical site.
Getting into Analytics
Events Manager for App Events
In this dashboard for your Facebook Apps in Events Manager, you will be able to get all your analysis done of your event activity and create audiences based on the data from your app. There is a Tab called ‘Data Sources’ where you can see the count of standard events on your app, the count of unique users of your app, and the top standard events that are being carried out by your users. To get more in depth, click ‘Details’ in ‘Data Sources’ and you will be presented with four options of which two are ‘Diagnostics’ and ‘Settings’ while the other two are ‘Overview’ and ‘Test Events.’ In ‘Diagnostics,’ you will be provided with ideas to improve your events or to resolve any issues that are making your events not being picked up. In ‘Settings’ you get to do more advanced actions such as linking up with other businesses and also carrying out ‘advanced matching.’
Custom Conversions for Web Events
‘Custom Conversions’ are the way to optimize for Custom Events and URL Traffic Events, which cannot be optimized otherwise. After selecting your desired ‘Custom Conversion,’ you have to match it to an equivalent ‘Standard Event. The ‘Standard Event’ is a list of events that have been defined by Facebook in order to track conversions with some of them being ‘Add Payment Info,’ ‘Add to Cart,’ ’Customize Product,’ ‘Search,’ etc. When you have a Page with the Pixel base code installed and a customer visits that page, it is a ‘Page View’ Event. The Pixel base code will have to be added to your website code between <head> and </head> tags. Within the Pixel base code on the code of your page, you will have to add the code for the ‘Standard Event’ for the Event that you want to track for that Page. This is the way to track each Page that you want to keep a tab on. For ‘Custom Events,’ that you have in mind to be tracked, the way to go is by using ‘Custom Conversions.’
With regard to your Web Events that you have in mind and which are not a part of ‘Standard Events,’ you can set up rules that can get you metrics on exactly specific actions of your users. These rules can be set up for events and URLs. An example of a custom conversion can be purchases above a certain amount while another example would be to target your ads to reach only people having a particular attribute. In ‘Custom Conversions,’ you can select from either ‘Custom Event’ or ‘All URL Traffic.’
The Rules that you can set are one of either an ‘Event Parameter Rule’ or an ‘URL Rule.’ URL Rules can be set to contain, not contain or equals portions of the URL.
When you select ‘All URL Traffic,’ instead of ‘Custom Events,’ you can capture standard events using the ‘Custom Conversions.’ Any URL which has the ‘Page View’ installed, either top-funnel or bottom-funnel, will be picked up by the log when you select ‘All URL Traffic’ in ‘Custom Conversions.’ As Page View events are a part of your Pixel Base code, all URL Traffic can now be picked up. In order to link up the URL with a Standard Event, eg. Checkout, link up the Standard Event category that corresponds to the URL.
As we have seen, Facebook Analytics has very resourceful successors to take your analytical efforts forward. While the Facebook Pixel was at the core of Facebook Analytics, we see that the Pixel is still at the heart of the ‘Events Manager.’