The key to maximizing the effectiveness of Facebook Analytics is by sending aggregated and anonymized data so that you can learn about the behaviors of your users. By starting with accurate data, you can develop a solid understanding of you users. This topic shows you a systematic approach to designing and implementing accurate data to send to Facebook Analytics.
Sending accurate data starts with a plan that includes the goals of your website or mobile app. Here is a list of steps to systematically design your data to meet your goals.
In this step you will determine what success is for your website or mobile app. You want to define the goals of your website or mobile app. For example, the goal of the an e-commerce business that uses a website or mobile app to sell product is to ship a product that a customer selects.
If you have several goals, go through the steps for each goal. When you have the steps for all of the goals, you can then combine common steps to make implementation more efficient.
In this step you will determine the steps your user will take to get to the goal of your website or mobile app. You need to define two routes:
Here is an example of a successful route for an e-commerce website or mobile app:
The unsuccessful route is where the user does not go to the next step. You can use Facebook Analytics to determine the last step the user completed and what step was completed. Any uncompleted step before Purchase the item is considered an unsuccessful step.
As you design the route, think about what details you want to capture about the route that your users take. Consider additional data that you want to learn about the behavior of your users. This exercise leads to the way you categorize and manage your data.
For example, you can determine how a user gets to an item from the search feature. You can capture the search terms entered, the results of the search term, the item selected, and then the items added to the cart.
Think about how you would capture the journey of the user through your website or mobile app. How would you capture each step in the journey?
In this step, you will create the data that you will send to Facebook Analytics that describes each step of a successful route. You can send two types of data:
Events and parameters describe the action a user completes along with the data in the action. An event is the action that the user completes and the parameters for the event contain the data associated with that event.
Events are broken down into three categories:
When planning out your events and parameters, see if a standard event will work for your application. The following are the standard events
Log this event when a person achieves specific levels you define within your application, business, or organization.
Add Payment Info
Log this event during the addition of customer payment information during a checkout process.
Add to Cart
Log this event during the addition of an item to a shopping cart or basket (example: clicking an Add to Cart button on a website).
*Required parameters for Dynamic Ads.
Add to Wishlist
Log this event during the addition of items to a wishlist (example: clicking an Add to Wishlist button on a website).
Log this event during the submission of information in exchange for a service provided by your business (example: sign up for email subscription).
Log this event during the completion of a tutorial on your app.
Log this event during a telephone/SMS, email, chat, or other type of contact between a customer and your business.
Log this event during the customization of products through a configuration tool or other application your business owns.
Log this event during the donation of funds to your organization.
Log this event when a web or app search for one of your business locations suggest that someone might intend to visit (example: searching for a product and finding it at one of your local stores.
In-App Ad Click
Log this event when an ad from a third-party platform is clicked within your app.
In-App Ad Impression
Log this event when an ad from a third-party platform appears on-screen within your app.
Log this event at the start of a checkout process.
Log this event during the completion of a purchase, usually signified by receiving order/purchase confirmation or a transaction receipt
If you use Facebook to manage your in-app purchases, the purchase events are automatically logged.
*Required for Dynamic Ads
Log this event during a rating of something within your app, business, or organization (example: rates a restaurant within a restaurant review app).
Log this event during the booking of an appointment to visit one of your locations.
Log this event during a search performed on your website, app or other property (example: product searches, travel searches).
Log this event during the completion of a transaction where people spend credits (example: in-app currency) specific to your business or application.
Log this event at the start of a free trial of a product or service you offer (example: trial subscription).
Log this event during the submission of an application for a product, service, program you offer example: credit card, educational program, or job).
Log this event at the start of a paid subscription for a product or service you offer.
Log this event during the completion of specific activities or actions you want to reward within your application, business or organization (refer a friend, complete your profile, etc.).
Log this event during a visit to a content page you care about, such as a product page, landing page or article.
*Required for Dynamic Ads
If none of the standard events will work for you, then you can use a custom event. Each custom event you create can have up to 25 parameters that you can also define. You can create up to 1,000 custom events.
Although you can create up to 1,000 custom events, you should create the minimum number of custom events to make data management easier. One way to create the minimum number of custom events is differentiate events by using parameters instead of create an event for each action.
For example, if your website or mobile app has several menu items, use a single event to log the action of choosing a menu item and then use a parameter to describe the menu item.
The example e-commerce website and mobile app has several steps to a successful route. The following is an example of how to use events to describe each step.
|Step||Event Name||Event Type|
Open the web page or install and start the mobile app.
Search for an item.
Add an item from the search results to a wish list.
Add to wish list
Move an item from a wish list to a shopping cart.
Add to cart
Start the checkout process.
Complete the registration.
Purchase the item.
Review shipping information when the item has shipped.
Do not send personal identifiable information (PII) or any data that has a 1:1 relationship with a user in a parameter.
You can create segments based on what you know about your users by using user properties. A user property is a value that you assign to a user who meets a specific criteria. For example, you can create a user property to track a user to a loyalty program. The values in the property can be Gold, Silver, or Bronze, depending on how much the user has bought using your app.
You can have up to 100 user properties.
Do not store personal identifiable information (PII) in a user property.
After you create your events and parameters and user properties, create a data dictionary that documents this data. The data dictionary can help you and your organize keep track of your data so that your organization sends the right data to Facebook Analytics.
For example, the Purchased standard event has the following parameters:
You use this standard event to log each item in the shopping cart that was purchased.
The data dictionary would have the following entry:
Price of the item
The price of the item when added to the shopping cart.
The currency of the price of the item.
The item name, description, color, and size.
Key-value pair as strings
In this step, you will implement the events and parameters and the user properties you defined in the previous step in your website or mobile app.
To implement an event and the parameters, use the code configurator to generate the code to add to the appropriate section of your code.
To implement a user property, see User Properties