What’s the value of your Facebook posts for your conversions?
This article has been co-written by Yannick Proulx and Loic Karinda.
This is part two of our Facebook Analytics series. Read the first part: Getting started with Facebook Analytics & its omni-channel solution
Once you have a Facebook Page (of which you are an admin) and a Facebook Pixel installed, you should see some basic reports in your Facebook Analytics account. Make sure you take some time to look at these reports and play with a couple of segments.
Now, what we want to do is to build a funnel that will show us whether interactions like Likes, Shares or Comments from a Facebook Page Post can have an impact on website conversions or other key website activities (tracked with Pixel Events). Exciting right?
To achieve this, you’ll first need to create an event source group because the data from your Facebook Page and Pixel will be in two different analytics entities. An event source group is how Facebook unifies the analytics for your Facebook Page and your website (where activity is tracked with the Facebook Pixel) Simply put, this unlocks a two-channel analysis, which of course comes with a cross-device analysis. Magnifique!
Let’s get going with our funnel. To build a funnel, go to the Activity section and then click on “Funnel.” Our example below shows the Facebook Page and website of a client in the medical field.