Facebook Analytics and its omnichannel solution: Where to start?

This article is a collaboration of Yannick Proulx and Loic Karinda.

This is the first part of our Facebook Analytics series. Here is the following:

Part 2  :  What value do your Facebook posts have for your conversions?

Not so long ago, Google Analytics was the go-to tool for knowing how users behave on your website. But today, with the amount of devices used, Google Analytics is no longer enough. And that's where Facebook Analytics comes in.

Just like Google Analytics, Facebook Analytics provides basic information about your users: where they came from, which pages they viewed and for how long, from which devices, etc. You can even read Google's campaign information tags from the url (UTM parameters) in Facebook Analytics.

Facebook Analytics may not have some more advanced features, like improved e-commerce, but they will be soon. What sets this platform apart is its ability to tell you not only what your users are doing on your website, but also on your Facebook page, your mobile app, your Messenger Bot, and how they are interacting with your posts. You can even group your Facebook channels to analyze customer journeys as a whole  (more information on  this page ).

To get started, go to  Facebook Analytics  and click “Go to Analytics” in the top right. If you are logged in with your Facebook account, you will be redirected to your Facebook Analytics homepage. You'll see a list of all of your Facebook Pages, Facebook Pixels, and/or Apps you follow with the Facebook SDK. Note that you must be an administrator to access this data.

Haven't installed a Facebook pixel on your site yet? Don't wait another second! Follow these instructions . The Facebook pixel is the equivalent of the Google Analytics script probably already installed on your site. It must be added  every page of your site. This task can be done quickly using an informational tag manager, such  as Google's . The Facebook pixel will be able to track your users through your website, while connecting Facebook demographic and behavioral data.

For even more granular analysis, you can  track conversions  and even  add event pixels  to get data on specific actions such as shopping cart additions, transactions, site searches, leads, newsletter subscriptions, and more. Event pixels are the equivalent of Google Analytics goals; you will want to consider anything that is relevant to your performance indicators (KPIs). You too can easily add them using an information tag manager.

Did you like this first part of our Facebook Analytics series? Find out how your Facebook posts impact your conversions in the next article in this series . 

Do you have a question or a comment? Let us know in the comments below.