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How Every Team Can Get More Done with the Facebook Analytics Mobile App
November 28, 2018 • SuiLin Yap
Here's something many of the most agile marketing and product teams have already discovered; if you want everyone at your company to make data-driven decisions, they'll need to be able to easily access the right analytics, when they need them.
What better way to monitor your analytics than an app you can check on the go? To show you what we mean, here's how the Facebook Analytics app can help helps anyone at your company get the insights they need to make better business decisions, faster.
EVERYONE | Make it easier to check your top-line business metrics—revenue, lifetime value—anywhere.
Set up a customized reports tab.You can customize the Reports tab in the app so your most important metrics are ready to go when you open the app. Set up specific audience filters on desktop that you can monitor in the app. (Keep in mind that you can create charts in your Reports tab in the app, but you'll need to build new filters on desktop.)
- Compare activity in your channels or metrics by date range or audience filters.
- Create multiple charts of underlying high-value metrics to know at a glance what drove changes in important business metrics like revenue (look at whether there were changes in conversion from user activity to purchase; number of paying users; number of transactions; average revenue per paying users; average revenue per transaction) or total users (look new user trends and your retention heat map).
Or, follow up on a question without changing your dashboard. You can check your audience filters (also known as segments) and adjust the visuals of your chart without saving them to your desktop Analytics dashboard, or changing reports your team may need.
Get important updates without having to check.
- Machine learning in the mobile app can identify anomalies like an unusual drop in revenue or unexpected spikes in user activity, and update you via push notification.
- Set custom notifications for metric thresholds for traffic to your website, app, page or audience across your properties in event source groups.
MARKETERS | Monitor your latest campaigns for up to the minute updates.
Say you launch a campaign to drive app installs via an offer on your website. Here's a few steps you can take to make sure you have the most relevant ongoing insights about your campaign.
Create a segment with the people who engage via desktop.
- In the mobile app, create a filter for the relevant event—in this case, app installs—on your Overview tab to measure conversions while you're away from your desk.
- Then, use the data to decide what to do next (whether you're in the office or not). Performing well? Maybe you should extend the campaign. Not seeing the results you hoped for? Pause the campaign and look at your funnels to identify where people dropped off.
Looking for inspiration for new audiences to target, or potential campaigns? Use Facebook Analytics to filter your audience into new segments, build cohorts, or create a funnel that includes some of these events. Here's some relevant audiences for marketers. People who:
- Made purchases via a specific promo code. This is a good way to get insights on major retail events, like Black Friday and Singles Day. Create a custom parameter around your promo code first, then apply it the purchase event.
- Downloaded your app after clicking on an ad you ran. Use this parameter: App install source.
- Viewed your website from a particular source, like your Facebook Page/campaigns. Use this parameter: Page view with session UTM source/medium.
- Look at who reacted to your Facebook Post announcing something significant, like a big event for your company. Use this parameter: Post reaction.
- Viewed specific content. Use this parameter: Content view with current URL.
PRODUCT TEAMS | Respond quickly to behavioral trends in product.
If you find yourself staying late at your office in London to monitor a feature rollout in Hong Kong a little too often, creating new segments and funnels in the app can help you make it home for dinner.
Create and save segments once a new feature launches. Use them to check adoption trends and identify potential bugs. Here are some segments you could create:
- People who interacted with your new feature. Monitor this group over time with cohorts to measure impact.
- People who installed a particular app version.
Build funnels on desktop to monitor via the app. Product teams often build funnels to better understand how their customers interact with:
- Checkout. Build a funnel that includes these events to look at your purchase flow: content view, add to cart, initiated checkout, and purchase.
- Search capabilities / product inventory. Are customers discovering products, and ultimately purchasing? Add these events to your funnel: search, add to cart, and purchase.
- Cross channel conversion: how often do people who interact with your Page posts convert on your landing pages?
- Purchase to purchase cancellation: when do people cancel purchases, and after what actions does this typically take place?
- Repeat purchases.
See for yourself.
With the Facebook Analytics mobile app, you don't have to be at your desk to access the data you need to decide what's next for your marketing campaign or product. No matter what your role is, the Facebook Analytics mobile app can give you easy access to the analytics that can potentially make the most impact on your goals, and ensure your decisions are always based on the latest data.
Download the Facebook Analytics app for free in the App Store or Google Play.
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