Facebook announced a major addition to its Facebook Analytics: Instagram Account and advanced Facebook Page analytics beta.
For marketers who are interested in how engagement numbers actually relate to the bottom line at the end of the day – i.e. revenue – Facebook is making two new additions to its Analytics to help measure the business impact of Instagram and Pages.
In a post last week, Josh Twist explained that Facebook Analytics’ “core quest is to help marketers understand how their content and channel strategies actually drive real business results.” To help them do so Instagram Account and advanced Page analytics beta are arriving on the Facebook Analytics suite.
Instagram Account Analytics
The first part – Instagram Account analytics – will help marketers understand how their Instagram strategy drives business results. Instagram Insights helps them see how people interact with posts and Stories, but what people actually do after that is more important.
As Twist explained, “If Instagram already plays a significant role in your marketing strategy—or you think it should, and you need more data to confirm this hypothesis—Facebook Analytics can help.”
To view Instagram and Facebook Page analytics, all you have to do is use the tools you already use – funnels, segments, and omnichannel groups.
These will help you:
- Discover whether people who comment on or like Instagram posts have higher retention rates.
- Compare the lifetime value of people who interact with your Instagram account to those who don’t.
- Create segments: e.g., all the people who commented on one of your posts—and analyse the value they bring to your business.
- Understand your Instagram audience overlaps with the people downloading your app, or visiting your website, or even engaging with your Facebook Page.
Advanced Analytics for Facebook Pages
Marketers can already create segments and analyse their Facebook Page performance at the post level. Facebook’s advanced Page analytics (beta) provide “a broader view” of the impact of a Page. This includes more valuable events, like actions people take on a Page – i.e. Post Impression, Page follow/unfollow, Page like/unlike, and others.
Marketers can view and analyse the events in question with any of the features already available in Facebook Analytics. Twist explained that this way, they can create audience segments of “people who engage in certain ways, track funnel conversion from social engagement to purchase, compare audience demographics by channel and activity,” etc.
Access to the new features are being rolled out within the next few months, and you should receive an email and notification within Facebook Analytics when they are available to you.
You can also request access.
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