The Facebook Analytics analysis tool presents information about your audience, useful in companies’ marketing strategies

Facebook Analytics is Facebook’s analytics tool that helps you understand how people are interacting with your business. It does this by inspecting mobile apps and websites, making it possible to analyze the entire purchase journey process.

Since 2015, Facebook has invested heavily in its own analytics tool, Facebook Analytics. In this article. you will learn what it can do and how you can start using it.

In addition to all its advantages, it is a free tool. Keep reading the post to learn more!

How Facebook Analytics Can Help Your Business

One of the biggest benefits of the tool is the analysis of data from all users of your website and applications, not just people logged into Facebook. Tracking your customer’s behavior from a variety of channels – and at multiple levels – will help you make better decisions.

With Facebook Analytics, you will know:

  1. How people behave in the purchase journey of  your product from different channels (mobile apps, your website and from your Facebook page). In this way, it is possible to monitor user engagement and visits to your website pages, in addition to detecting which content is most successful on Facebook, making it easier to identify the profile of your likes.
  2. Demographic information about the people who are using your app and/or website and making purchases.
  3. The different groups of people that are interacting with your brand, separating them into funnels, cohorts and segments.

How to use Facebook Analytics

To start using Facebook Analytics you must have a Facebook Business account  and have previously configured the Facebook Pixel  on your website. This pixel is the same used to measure the conversions of your ads on the social network.

To access the tool you can directly enter the Facebook Analytics link , or follow the steps:

  1. Access Facebook Business Manager;
  2. Click on the menu in the upper left corner;
  3. Select the option “ Analysis ”:

If the Facebook Pixel is already configured, you will be able to view all the information on your website.

Basic Facebook Analytics settings to get information from your app

To get the information from your apps, it is necessary for a developer to perform some integrations. Apps supported for integration with Facebook Analytics are those developed for iOS and Android.

This link  presents the necessary documentation for this integration to be done.

Information regarding Facebook pages is automatically available. You can create a group of event sources in Facebook Analytics  to analyze them.

Understanding some terms better

You don’t need to integrate Facebook login  into your app or website to use Facebook Analytics. The initial steps described above involve the configuration of channels and registration events (this information will come from your website and applications after they are configured), so it is important to know the meaning of some terms that are frequently used in the tool:

  • Events:  actions that people perform, such as putting the product in the cart, or buying it.
  • Event source:  where Facebook Analytics receives event information. For example, if Facebook Analytics receives event information from an application, the event source is an application. If event information is received from your website, the event source is the website.
  • Channels:  the different ways people engage with their channels in short, is the environment used to record events.

Facebook Analytics Features

1. Overview

In the overview, you can create segments to learn more about your customers by querying all the traffic data for your website or app, such as:

  • New users;
  • Active users;
  • Reactions and comments in publications;
  • Major publications.

You may also have access to information about your audience’s behavior, such as: how many people have accessed your app or visit your website, purchase frequency, and other personalized actions.

It is possible, for example, to create an action to find out how many people in a certain location have abandoned the cart, thus being able to work better on their strategies.

2. Panels

In this section you can create a custom dashboard that allows you to track key  performance metrics . Dashboards are the way to view the information most important to you in one place and with the graphics you need

3. Activities

Here, you have access to specific events performed by users. Can view information such as: active users, funnels and cohorts created. You can also follow the purchase journey of your customers.

Active Users

In the first option of the Activities menu is the Active Users, where you can see the summary of users’ activity, in addition to following the unique and new users in the chosen period. You can also see the demographics of these active users


Funnels allow you to measure conversions from a sequence of actions people take, as well as conversion rates and completion times for selected experiences across your channels.

One idea is to use the funnels in Facebook Analytics to visualize the average time it takes a person to complete each step of the shopping journey. By observing your customers’ actions, you can better understand their default behaviors.


See by daily, weekly or monthly time intervals, the retention of new users.

Retention will be flagged from a first interaction, such as a first page view, an app install, or a first visit to your website.


A cohort represents a group of people who use their channels to perform the same action, such as adding product to cart on the website or app.

The cohorts will show the behavior of users who perform 2 events over time, getting to know better, for example, customer retention rates or repeat purchases.


In this section, several pivot tables can be created with up to three parameters, allowing for a deeper understanding of data about the types of people who interact and how these interactions take place.


Events are basically the interactions users have with a page, application, or website.

In the section all events are listed along with the most relevant metrics for that event in the filtered period. Then just click on each one of them to get detailed information about each one.


In a similar way that in the detail section, with the overlay option you can cross information. In the case of overlays you can still obtain user data by parameter or chosen channel, in addition to graphs with the results in diagrams by data sets.

Lifetime Value

Lifetime Value, or Lifetime Value, is the measurement based on the revenue of the group of customers attributed in the period.

To have this information, it is necessary to have registered the purchase events of the website, application or page so that Facebook can show the data of how valuable the customers are, based on the revenue they are generating after the first registered event.

4 people

In this last section is an important feature of this platform: Demographic Data. Here, you can explore anonymous and aggregated information about the audience. Among them are age group, region in which they live and language they speak.

The Facebook analytics tool even allows you to send personalized reports via email and has a  very complete Help Center to help you extract all the information you need!

Now that you are familiar with Facebook Analytics, how about starting to use it?