Nowadays, social media is not just about posting, it is crucial to know who’s viewing and engaging with your company’s page to stand out in a busy market and reach out to the right audience. Analytics help you fully understand the incoming traffic to your site and customer’s behavior.
With more than 1.4 billion active daily users, there is no doubt that Facebook has incredible reach. The platform is now offering a deeper understanding of where and how people interact with your business across website, app or Facebook Page via Facebook Analytics tool.
Facebook Analytics has recently added a major addition to their suite- Instagram account and advanced page analytics beta. New features cover different ways of engagement and help you compare the lifetime value as well as retention rates of people who interact with your Instagram account, which is much more than Instagram Insights can offer.
In this post we will discuss how to use Facebook analytics to help you not only drive more sales, but also guide you with growing a social media strategy for your fashion brand.
Let’s get started
What is Facebook Analytics and how do I set it up? Let’s go through the whole process, step by step:
1. Before you begin, ensure you can access Facebook Analytics. You either need to be administrator of an even source, like a pixel or app, or have a role on someone’s event source in their Business Manager. Make sure you request a role from an administrator, if you don’t have one yet. It is recommended that you download the mobile app and bookmark Facebook Analytics on the web.
3. Access Facebook Analytics to review the events and parameters that you’re logging in the Events subsection. You can access it from the web or via Facebook Analytics mobile app which can be easily downloaded.
4. Log in additional parameters as needed. Some of the standard events and parameters cannot be disactivated once created and they don’t count towards event or parameter limit. A complete lists of standard events can be found on Facebook Analytics page. On the other hand, custom parameters are defined by the developer and can be easily disactivated once created. The disadvantage of those is that they count towards your event or parameter limit.
5. Check if events are logging in correctly. You can make sure everything works fine in Activity > Event Debugging and view the last 20 events logged in within 24 hours. You should be able to determine if events are logging correctly and sending the appropriate information from this view.
6. Create Custom Dashboards. You can create your customised view and track the information that matters to you the most in one place, instead of looking at each funnel individually. You can get started with creating a new custom dashboard and adding charts to it, or by pining an existing chart to a new dashboard.
Now you’re ready to go and should be able to log in events and analyse them. If you’re still unsure how to use and set up Facebook Analytics, visit their website guide.
How can Facebook Analytics help my business
There are several benefits of using that growing competitor of Google Analytics and these are some main aspects you should consider:
Advertising easier than ever
After creating an ad on Facebook there is no need for any extra codes to be attached to the URL, unlike on Google Analytics. It is automatically ensuring that engagement will be tracked in Facebook Analytics. By using Dynamic Adverts you can also connect with your shoppers on mobile and offer highly relevant messages. It is an automate product advertising that displays items similar to these that people have expressed interested in. By extending Dynamic adverts to Instagram, advertisers can promote relevant products to shoppers who have browsed their website or mobile app, which is great news for eCommerce businesses.
Facebook Analytics allow you to see whether visitors who are engaging with the products featured in your social media posts are visiting your website to view the items or purchase it in the app. You can view customers behavior across different channels which gives eCommerce businesses ability to learn and optimize their full customer journey to drive more sales.
Even though you have invested in Facebook ads, not tracking its results is not going to lead you anywhere and won’t bring you that impressive return on investment. Facebook Analytics gives you the insight into your customers and their location, age, gender and device they used to access your page. It can give you a better understanding of who your target audience is and what to do in order to reach them. This may change the direction of your adverts and help you focus on the consumers that are interested in your products.
These are some examples of successful stories from Facebook Analytics users:
“The Automated Insights feature within Facebook Analytics made it easy for us to understand who our most engaged audiences are and how they’re interacting with the Lilly Pulitzer website, allowing us to build successful campaigns. It’s now part of our always-on, evergreen strategy.”
– Leyla Foschi, Senior Social Account Manager, PMG
“The main reason why we started using Facebook Analytics was because it could give us a single view of all our assets: app, website, Facebook Pages and Instagram Pages. There aren’t many platforms out there that give you this capability.”
– Jasvind Singh, Performance Marketing Manager, Chope
Let’s wrap it up
Now you should be familiar with a set up and importance of Facebook Analytics in eCommerce world. This powerful tool is not only great for your business but also for shaping your social media strategy. It can benefit you in many different ways such as increasing ROI or social engagement, track your progress and adapt your posts to your target audience. It can help you change posts engagement in real sales on your website and help your company with its growth. If you are an eCommerce business owner, you should definitely add analytics to your frequently used tools.