Facebook Analytics Updates
An impressive development from the F8 Conference were the new updates to the Facebook Analytics platform. Which highlights Facebook’s continued focus on winning the marketing attribution war with Google Analytics and many product analytics vendors including Mixpanel, Amplitude, etc.
Facebook Engineering manager Amit Finkelstein wrote a blog post highlighting the important beta roll-outs for Facebook Analytics including Automated Insights, Custom Dashboards, and Offline Conversion tracking.
Automated Insights has the most promise for marketing teams reducing the amount of time needed to get actionable insights from combining their different web, mobile, social and app customer data. As Finkelstein wrote “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.”
Custom Dashboards also looks like a powerful tool for brands as they look to dig into their campaign data and map cross-channel performance. Viewing the entire customer journey across your owned properties(websites, apps, pages, bots) will give marketing teams the ability to see areas for improvement and continue to drive data-driven growth.