Facebook is rolling out Instagram account analytics and advanced analytics for Facebook Pages
At the beginning of November, Facebook announced that it would be in introducing two new features to its analytics suite. These new additions are Instagram account analytics and advanced analytics for Facebook Pages, both of which are currently in beta. According to Facebook, the features will be rolled out to advertisers over the next several months.
Although Instagram Insights is currently available to advertisers using the platform, the new Instagram account analytics will provide access to more comprehensive data. As Amy Gesenhues from Marketing Land explains, it will offer marketers deeper levels of engagement metrics, such as retention rates and the lifetime value of users who have interacted with your Instagram account.
Additionally, you will be able to create segments around engaged audiences, which will enable you to see the overlap between users that have carried out specific actions. These include engaging with your brand’s Facebook Page, visiting your website or downloading your app.
The new advanced analytics for Facebook Page will also offer deeper insights into your user data. This includes going beyond their existing post-level metrics by including more ‘valuable’ events (the actions people take on your Page). As Josh Twist wrote in the official announcement on the Facebook Analytics blog, some of these ‘valuable’ events are Post impressions, Page follows and unfollows, and Page likes and unlikes.
Similarly to Instagram account analytics, Facebook Page admins will be able to use this data (alongside existing data in Facebook Analytics) to create new audience segments. Advertisers will also be able to track the path to purchase and compare audience demographics by channel and activity.
The TJM take on the new analytics for Facebook and Instagram:
Deeper insights into your audience will give you a clearer indication into what’s working and what isn’t, enabling you to get the most out of your business’s marketing efforts (and budget). As Gesenhues from Marketing Land explains, the aim of these new analytic features is to show businesses the value of marketing on its platforms, including Instagram.
With organic reach declining, finding out what is really resonating with your audience is even more important (as you almost definitely are paying for this). fortunately, this should give you some extra tools.
To start using Facebook Analytics, you’ll need to have the Facebook Pixel installed on your website. If you need help with setting this up, contact the Traffic Jam Media team.
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