1 Million Apps, Websites and Bots Are Using Facebook’s Analytics for Apps

Developers can now compare data for two customer segments side-by-side and access domain-level reporting

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Facebook’s Analytics for Apps is now being used by more than 1 million applications, websites and chat bots, and those apps, sites and bots have two new features to play with.

Software engineer John Connuck announced the milestone and detailed the new features in a blog post, saying that developers using Analytics for Apps can now:

  • Compare data for two customer segments—location, device, demographics, etc.—side-by-side.
  • Access domain-level reporting to see where their traffic is coming from.

Connuck described the customer-segment comparison feature as follows:

Facebook Analytics for Apps lets businesses create customer segments based on specific attributes such as country, type of device used, demographics and more. By defining these segments and using them to filter your funnels and cohorts, you can better understand how different types of people are interacting with your business.

With this latest update, you can now compare two customer segments side-by-side to see how important activity—such as active users, revenue and events—differs between them. For example, an e-commerce business can use side-by-side comparisons to answer questions such as how many people are viewing its store’s weekly specials in their native iOS app vs. on their mobile website. Learn more about comparing segments in our Help Center.

And on domain-level reporting, he wrote:

When we introduced cross-platform analytics, businesses gained a complete picture of customer behavior across their desktop and mobile websites, in addition to their native apps. We’ve expanded on this capability by adding support for referring domains, which allows you to view which websites are driving people to your business.

You’ll now be able to build breakdowns to analyze events by their referring domain, or use referring domains as a condition when building a customer segment to filter your reports.

For example, that same e-commerce business can dig further into its mobile website performance to understand exactly which websites are referring the most people to their weekly specials page. To identify optimization opportunities, a segment can then be created of customers from these top referring websites to provide visibility into how this group progressed through their mobile website’s purchase flow.

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.