Analyzing Your Audience Across Channels

Facebook provides several tools to publishers to measure audience behavior by channel, such as Web Analytics for web, App Analytics for apps, and Page Insights / Page Analytics for Facebook Pages. However, since many publishers need unified insights across channels, Facebook offers Omni-channel Analytics on top of Facebook Analytics and Audience Insights with Custom Audience.

Getting Started

This document describes how to measure audiences and activities on two data sources, Facebook Pixel and Facebook Pages. To begin, you should complete implementation of both Facebook Web Analytics by following pixel implementation on your website and Facebook Page Analytics by accessing http://www.facebook.com/analytics/{your-page-id}.

Once you can see the data both on Web Analytics and Page Analytics, you can create an Event Source Group (ESG) to unify the data into a single Analytics UI. To create an Event Source Group, choose New Event Source Group on the left navigation at https://www.facebook.com/analytics/

You need to have a Business Admin role in your business manager to create an event source group.

Engagement Analysis Across Multiple Channels

This section describes some examples of how data is analyzed between your Facebook Page and your website.

Segmentation Example - People who visit your website and react to your page posts

Here is the first example of a segment condition to display data for both Facebook Pages and a website on ESG.

This condition creates a segment of people who fire a PageView event on your website AND react to your Facebook Page post (event named Post Reactions) on Facebook in the last 28 days. In other words, the segment shows people on your website who have reacted to your Facebook post and have had a positive impact on your post reach, which in this example, is 16.03% of the total audience. After clicking Apply, you'll get the dashboard for those audiences.

Note that it doesn't necessarily mean that people who fire PageView react to the link share post of the same URL where the PageView is fired. If you want to see the exact match of the PageView URL and the Page post URL, you need to add a Web Parameters condition with the Current URL value and a Post ID parameter on Post Reactions event like the following example, which creates a segment of people who react the Page post (Post ID: 1234567890) and visit the website on http://your-site.com/articles/awesome-article.html

If you implement more event logs on your website, like ViewContent with categories, authors, etc, you can create specific segments of Page engaged users of these parameters.

Segmentation Example - People who engage with your posts but never visit your website

If you want to see how many people have reacted to your Page, but have never visited your website, you can create a segment to get insights with the condition described below. This can be done by excluding PageView events from a segment.

Breakdown Example - Page view ranking for page engaged users

One of the top concerns for Facebook Page editors is deciding which type of articles to share. One way to determine the type of articles that have historically been popular with an audience is to extract the URL ranking for Page engaged users.

  1. Go to [Breakdown]and create a breakdown for the ViewContent event (labeled as “Content View” in FBA) with 3 parameters, Current URL (or article_id if an article has two or more URLs), title, and author (or categories)

     

    This breakdown shows the number of ViewContent events grouped by Current URL. In short, this is the URL view ranking for your content.

  2. Edit the segment and Post Reactions event and save as Page Engaged Users  

    This segment would update the breakdown data to narrow breakdown counts fired by the target audience. This list shows which articles authors and categories are most viewed by Page engaged users on your website so you can optimize sharing or creation of similar content.

Breakdown Example - Post engagement ranking for website audiences

Another way to look at the data is to see which posts are most engaging to your audience.

  1. Go to [Breakdown] and create a breakdown for the Post Reactions event with the Post ID parameter.

  2. Edit the segment with ViewContent event (labeled as Content View in FBA) with Event Count > 3 and save as Content Audiences.

    This updated list shows which Page posts have the most reactions from your website audiences who see contents more than 3 times. You can configure Event Count parameters or use a Percentile condition (like top 10% of people who did this action most often) instead to narrow the list for loyal audiences.

Cohort Example - People who visit your website, then react to your page post

Segments provide a useful way to measure audience demographics, in scenarios where the order of the measured events is not important. For example, the first segment example, “People who visit your website AND react to your Page post”, can be broken down into two patterns -- people who react to Page posts and then visit your site or people who visit your site and then react to posts. If you want to clarify this user flow and see reactions as a type of conversion, you can use Cohorts or Funnels on Facebook Analytics.

For an example of a cohort, go to [Cohorts], click [Create Cohort], Select [Page Views] event on left, [Post Reactions] on right, then click apply.

You can narrow down the view from Weekly to Daily with the button on the top right to confirm how many days it takes for people to react to your Page post after visiting your Page. The chart below, for example, says 18% of audiences who visited your Page on September 4 reacted to Page posts on the same day. You can also see demographics by changing Overall to Age, Gender, Country, etc.

Funnel Example - People who start subscribing to your bot, then visit your page

Cohorts are useful to see the groups of people who perform two specific events while funnels are to measure user flows of two or more events. For an example, if you go to [Funnels], and add three events: New Conversations, Messenger bot sent a message and Page Views, it shows the total conversion rate for Messenger bot subscribers.

If you create a funnel with four events: New Conversations, Messenger call to action clicked, Messenger bot sent a message, and Page Views, it shows the conversion rate for subscribers converted with a call-to-action link.