Facebook Announced a Host of Analytics Updates at F8

Advanced machine learning and artificial intelligence power automated insights (in beta)

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Facebook announced several analytics updates at its F8 developers conference in San Jose, Calif., Tuesday.

Engineering manager Amit Finkelstein said in a blog post that the social network has:

  • Added Facebook page interactions, such as Reactions and shares, to omnichannel analytics for websites, applications, services and bots.
  • Announced an open beta of automated insights (pictured above), which incorporate advanced machine learning and artificial intelligence.
  • Announced an open beta of custom dashboards, aimed at giving brands and agencies more flexibility over the data they see.
  • Added the ability to create event source groups directly via the dashboard.
  • Added the ability to create custom audiences based on users’ behavior across apps, websites and bots.
  • Extended support for user properties from apps to websites and moved this feature out of beta.

More details follow from Finkelstein’s blog post:

We’re extending omnichannel analytics for Facebook’s family of apps and services with the addition of Facebook page interactions, such as post reactions and shares, so you can measure and understand the interactions people have with your page alongside their other activity on your website, app and bot.

For example, an e-commerce business can measure if people who comment on an item featured in its page post go on to view an item on their website or purchase it in their app. The ability to view customer behavior across different channels gives businesses a unique ability to learn about and optimize their full customer journey to drive growth.

We’re also giving you the ability to see how people’s online interactions translate to in-store purchases with the addition of support for offline conversions. By closing the loop between your online and offline channels, you won’t have to wonder if people browsing items on your website translate into sales in your physical store.

Using advanced machine learning and artificial intelligence, Facebook Analytics reduces the time spent searching for clues by bringing valuable insights directly to you.

With this new feature, you’ll see insights such as changes in purchases for a new version of your app or variations in engagement across people in different cities. Getting to these insights quickly and in an automated way helps you easily identify where to dig deeper and determine a plan of action.

We’re making it easier to access the analytics you care about with the addition of customizable dashboards. Use custom dashboards to quickly pin your most important reports in one place, so you and your team can keep an eye on everything at a glance.

We’ve added the ability to create event source groups directly from your dashboard, making it straightforward to set up omnichannel analytics by combining your different event sources such as pixels, apps and pages.

You can now create custom audiences based on people’s behavior across your app, website and bot, such as people who viewed an item on both your e-commerce store and your native shopping app.

User properties provides you with additional segmentation criteria based on things you know, such as a customer’s frequent flyer status. We’re extending support for user properties from apps to websites and bringing this feature out of beta.

More F8 coverage from Adweek.com:

Spotify, Apple Music and Other Branded Bots Are Coming to Facebook Messenger 2.0

Facebook Debuts the Future of Augmented Reality, and It’s on Mobile

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