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Referral Insights with Facebook Analytics

Using Facebook Analytics, you can view referral traffic from Facebook and demographics about that traffic. Additionally, you can also view insights about other domains besides Facebook.

By understanding and analyzing trends about usage and demographics as well as consumption and creation of content, you can be better equipped to improve your business and create better experiences with Facebook.

Prerequisites:

In the sections below, we explain you can view referral trends and demographic insights from both Facebook and non-Facebook domains.

  1. View Facebook Analytics for your website by going to https://www.facebook.com/analytics and selecting your pixel from the list of websites and apps.
  2. In the Activity section from the navigation on the left, select Events.
  3. Select on the Page View event. This shows you the trends for the traffic to your website.

To see how much traffic is coming from a specific domain, add a segment to filter by that domain:

  1. Select the Segment 100% of Users, and change it to Referrals from Facebook.
  2. Click Apply to view trends for your Facebook-referred users.

Viewing Demographic Data for Facebook Referred Traffic

  1. View Facebook Analytics for your website by going to https://www.facebook.com/analytics and selecting your pixel from the list of websites and apps.
  2. In the People section from the navigation on the left, select Demographics. This shows you the trends for the traffic to your website.
  3. Select the Segment 100% of Users, and change it to Referrals from Facebook.
  4. Click Apply to view demographics for your Facebook referred users.
  1. View Facebook Analytics for your website by going to https://www.facebook.com/analytics and selecting your pixel from the list of websites and apps.
  2. In the Activity section from the navigation on the left, select Events.
  3. Select the Page View event. This shows you the trends for the traffic to your website.

To see how much traffic is coming from a specific domain, add a segment to filter by that domain:

  1. Click Edit next to the segment.
  2. Under select Condition, select Web Parameters.
  3. Under select parameters, select Referral Domain.
  4. To view trend data for a specific domain, such as wikipedia.org, set Referral Domain to is wikipedia.org.
  5. Click Apply to view trend data for that referring domain.
  6. If desired, click Save to save that segment permanently. With a saved segment, you can select it to filter in its conditions instead of repeating these steps each time you want to view the traffic.

Viewing Demographic Data for Non-Facebook Referred Traffic

  1. View Facebook Analytics for your website by going to https://www.facebook.com/analytics and selecting your pixel from the list of websites and apps.
  2. In the People section from the navigation on the left, select Demographics. This shows you the demographics for the traffic to your website.

To see how much traffic is coming from a specific domain, add a segment to filter by that domain:

  1. Click Edit next to the segment.
  2. Under select Condition, select Web Parameters.
  3. Under select parameters, select Referral Domain.
  4. To view trend data for a specific domain, such as wikipedia.org, set Referral Domain to is wikipedia.org.
  5. Click Apply to view demographic data for that referring domain.
  6. If desired, click Save to save that segment permanently. With a saved segment, you can select it to filter in its conditions instead of repeating these steps each time you want to view the traffic.