More New Features for Facebook’s Analytics for Apps

Facebook released more new features for its Analytics for Apps: support for web analytics, improved cross-device analytics, user properties and updated sharing insights.

Facebook released more new features for its Analytics for Apps: support for web analytics, improved cross-device analytics, user properties and updated sharing insights.

The social network introduced Analytics for Apps at F8 in March 2015, and updates have included the addition of custom audiences and lookalike audiences last October and a long list of new features earlier this month: people insights, push notifications, in-application notifications, sharing insights, breakdowns, improved event trends and an app events export application-programming interface.

Product manager Josh Twist provided details on the latest round of new Analytics for Apps features in a blog post:

Analytics for Apps is introducing a beta that adds support for web measurement and cross-platform metrics. At Facebook, we believe in thinking about people, not devices, and we know that in the course of completing a task, people are highly likely to switch between multiple platforms and devices. In fact, 53 percent of people who own two devices switch between them to complete tasks or activities, and 77 percent of people who have three or more devices do the same.

Posted by Facebook for Developers on Monday, September 26, 2016

Twist wrote on support for web analytics and improved cross-device analytics:

We’ve made it as easy as possible for businesses to view cross-platform metrics for their websites and apps. Millions of businesses already embed our JavaScript software-development kit for Facebook Login, sharing and more, and we’re excited to extend this SDK to support Facebook app events. These app events are identical to those you use in your native mobile app, providing a seamless cross-platform measurement experience. You’ll be able to grow your business by having a unified view of all of the activity across your app and website.

We also know that millions of businesses already use the Facebook pixel to create audiences and measure the effectiveness of their web advertising campaigns. Facebook pixel customers will now automatically get insights in Analytics for Apps without the need to change their existing pixel implementation. Just visit your analytics dashboard and select your Facebook pixel from the drop-down. Today, we’ll only show Facebook pixel data going forward from the date you enable analytics, but we plan to backfill your historical data soon.

Businesses using the Facebook pixel that want to combine their web and app data to view cross-platform analytics can use event source groups, which we’re also launching today. An event source group allows you to pull together data from multiple sources, such as a Facebook pixel and one or more mobile apps. This gives you a unified view of your customer activity across all of these sources, all in one place. For more information, see Using Pixels and Event Source Groups in Analytics for Apps.

He also offered more details on the new user properties feature:

We’re also adding a new feature called user properties that lets you integrate online and offline customer data, including information from your customer-relationship-management system and profile data from your mobile app. This allows you to filter your reports based on the key segments of information that are important to you.

For instance, once you integrate your CRM data, you’ll be able to filter customer activity based on the characteristics of people who have a certain status in your system, such as those people who are in your “gold-tier” loyalty program or for people who were acquired via different ad networks to understand the lifetime value of your acquisition strategy. Learn more about user properties in our docs.

Finally, on Analytics for Apps’ updated sharing insights, Twist wrote:

In addition to helping you better understand activity on your website and app, we’ve updated sharing insights, which shows you trends and demographics about how content from your website is being shared on Facebook. We’ve added a measure of virality–how frequently a recent link from your website is shared on Facebook–and we’re making it available to all apps that have implemented sharing insights.

This allows you to see when your content is becoming popular on Facebook based on all articles published in the last 10 hours and which URLs have been shared the most in the last five hours. You can use this data to create strategies to make your website content even more popular, or create similar content in the future.

Additionally, you can now create a custom audience from people who have shared specific content from your website on Facebook. Just click the “Create Custom Audience” button in sharing insights to get started. Learn more about custom audiences.

Readers: What are your thoughts on the latest round of new features for Facebook’s Analytics for Apps? David Cohen is editor of Adweek's Social Pro Daily.