Designing Your Data

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.

Steps

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.

  1. Define Success - what does success means in your app or web page?
  2. Define the Route to Success - what are the steps that a user has to take in order to achieve success in your app.
  3. Define the Data to Measure the Route To Success - how to quantify each step of the route.

Define Success

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.

Define the Route to Success

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:

  • Successful route - these are the steps the user takes to get to the goal.
  • Unsuccessful route - these are the steps the user can take that is not the successful route.

Successful Route

Here is an example of a successful route for an e-commerce website or mobile app:

  1. Open the web page or install and start the mobile app.
  2. Search for an item.
  3. Add an item from the search results to a wish list.
  4. Move an item from a wish list to a shopping cart.
  5. Start the checkout process.
  6. Complete the registration.
  7. Purchase the item.
  8. Review shipping information when the item has shipped.

Unsuccessful Route

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.

Route Details

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?

Define the Data to Measure the Route to Success

In this step, you will create the data that you will send to Facebook Analytics that describes each step of a successful route. For more information, see the following: