learn how to grow your business with this tool – WAU

Facebook Analytics is a tool for analyzing the behavior of Facebook users, being very useful to improve the contact of companies with their public on this network. So find out now how to use it in this post!

Analysis tools are an excellent way to better understand the browsing habits and behavior of the public while they interact with your company’s digital channels.

Seeking to bring differentials to this market – and compete with Google Analytics -, Facebook has been improving its solution in this field: Facebook Analytics (FA).

The idea is track various metrics that help you understand the customer journey along the company’s website, smartphone application, Messenger chatbot and Facebook page. Let’s see, then, why you should use this platform and how it works. Check out!

Why use Facebook Analytics?

The features of Facebook Analytics were developed especially for advertisers to have a broader perspective of the steps that users go through to make a purchase decision.

This allows analyzing the behavior of people in different media and devices, which is in line with the trend of omnichannel strategies.

Not to mention that it is possible better know the audience with the help of data demographics, conversion statistics, and other relevant information. All of this together will be useful to optimize your company’s digital performance, in addition to creating more effective advertisements on Mark Zuckerberg’s social network.

How to configure the tool?

Now that you know the motivation for which brands should consider using Facebook Analytics in their Digital Marketing actions, let’s see how to configure the application.

Web channels

If you want to record the interactions of your website or blog users on the FA, you need to have a tracking pixel installed. It is a resource used mainly to monitor the performance of ad conversions on this social network.

Therefore, you will need to have an advertiser account on the platform. Simply access the Business Manager or the Ad Manager, choose the menu at the top left of the screen and select Pixels.

Then just follow the instructions, generate the pixel code and include it on your website or blog. After some time, the data is already available to be viewed in the Facebook Analytics interface.

Apps for smartphones and chatbots

In iOS and Android apps, the configuration is done using the development kit that Facebook provides. If necessary, talk to your IT team or the professionals of the company responsible for maintaining your mobile application.

The same is true in case your business has a chatbot for Messenger.

Page on Facebook

To follow the data for a Facebook page, you don’t have to worry about laborious steps and settings. Simply access the FA directly or enter the Business Manager, click on the menu in the upper left corner and select Analytics.

please note that many of the tool’s reports use events to compose purchase charts and determine what characterizes a person from one step of the sales funnel to the next.

So, remember once again the importance of a professional or technology company in the setup process.

Ready! Your Facebook Analytics is already configured to receive data from several sources. If you want to group them, just enter the platform, open the first box that is below the header where it says Analytics and select the desired channels.

Once this is done, you can open the data directly or create a group with the desired source combination.

Facebook Marketing

How does Facebook Analytics work?

Now that we have configured what was needed, we need to understand the features that the tool offers. Let’s see, then, what are the functionalities that decision makers should pay more attention to on the platform.

Inside the FA, we find a series of options on the left side. They will vary according to the sources you have set, as we saw in the previous section, so don’t worry if some reports and metrics aren’t available to you.


On this screen you will have an overview of the most important information, such as:

  • number of new users;
  • number of active users per hour over the last day and also during the week;
  • demographic data (gender, age and location);
  • engagement with publications on the Facebook page (publications with more reactions, number of reactions over time, number of shares, etc.).

Active users

The active users tab shows the number of unique users and new users in a period. In it, we can also visualize the evolution of certain metrics over time, such as the number of events, unique users and durability.

Durability is equivalent to the number of active users per day divided by the number of active users in the month. It reflects one of the countless ways to measure engagement on a given channel.

Finally, there is the possibility to see the percentage of users of each gender, grouped by age group.


In this section, we can examine how the activity is in terms of purchases. Metrics such as total revenue for the period, order quantity and average revenue per purchase are available.

You can also see gender and age information for people who bought.


FA offers the functionality of creating funnels to make it easier for visitors to visualize their journey. When measuring the progress of conversions according to the sequence of actions of users selected by you, it becomes clearer to identify the experiences that generate more profitability for your business.

Here, an interesting example is to map the percentage of users who comment on a post of your brand on Facebook, visit your website and then make a purchase.


Here, we can find out what percentage of users continue to use their digital channels after an initial interaction.

It is possible to filter the data by certain properties (channel, location, language, type of device, etc.) and by time interval (daily, weekly and monthly).

Analyzing retention is a way to understand whether your company is making a good first impression in the ways it maintains contact with the customer and what motivates people to stay connected to your brand.


Cohorts represent a group of people who performed a sequence of two events that you have defined. Some examples are:

  • make a purchase after doing a search on the site;
  • make a purchase after installing the application;
  • view content after the chatbot sent a message in Messenger.

To create the cohorts, you only need to choose the two linked events and, if you wish, filter by one of the available properties (the default is to leave it in the General option).

Then, you can view the details of the cohorts according to the number of events, cumulative values ​​(in financial terms) or user retention.


The Details are nothing but pivot tables where you can group user activity data with a filter of up to three parameters.

Thus, it becomes more practical to check the most striking characteristics of the people who interact with your company and how this behavior is.

Here are some suggestions:

  • user activity by city, age group and gender;
  • page view according to country, region and city;
  • purchase by device and city.


The events are specific interactions that people do on your website, blog, app, page, or other channel.

In this report, they are organized in a table whose main columns show the number of times the events were run in a given period, the number of users who took a certain action and the revenue that certain events generated for the company.

If you want to see more information, just click on the event.


In this tab, we have a function similar to the Detail report. The difference is that here you will see the number of users (general or who made a certain event) according to a parameter of their choice.

The visualization is in the form of a graph with circles representing the sets and which can overlap – a Venn diagram.

Lifetime Value

In the lifetime value report, we have access to how valuable a customer is to the business – day after day, week after week or month after month.

If you prefer, you can filter the data by all users (people who made a purchase and those who did not) or only by paying users.

Demographic data

In addition to seeing the number of users by age and gender, we have the percentage of people by country, city and language.


Here, we have the percentage of users per channel, operating system version, device model and usage information with or without Facebook login.

Given all these features, we recommend that you test Facebook Analytics for your business and if familiarize yourself with platform reports. By analyzing the information in the right way, you will surely find ideas for improving your strategies inside and outside the social network.

So, do you want to know other solutions to optimize your organization’s presence in this popular media? Check out our complete content on how to optimize your conversions with Facebook Ads!

optimize your conversions with facebook ads