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What's new? Get in-depth web analytics with session parameters

May 23, 2018

Earlier this month at F8 we introduced Journeys, a reporting tool that helps businesses better understand their customers' paths to conversion across all channels and devices. Building an omni-channel presence that's meaningful to your audience — and makes an impact on your goals — calls for a data-driven strategy, with effective analytics across all your channels. Given this, it's not surprising that web analytics in particular matter to businesses; web often accounts for a significant portion of their revenue.

So when you told us you needed web analytics that let you dig deeper into the web sessions where people converted on your website, we built more session parameters to help you do just that.


We're adding 13 new session parameters, including session landing page and session UTM tags. These updates give you more metrics for web analysis, including bounce rates, top landing and exit pages. Session parameters can now carry through with events like Purchase or Registration, so you can better understand the relationship between traffic sources, UTM, landing pages, and the business outcomes that matter to you.

Why are sessions so important in web analytics?

The sessions on your website where your key conversion events take place—purchase, register, subscribe—are important to your business. So you're going to have questions like: Where does the traffic that contains these sessions come from? Your social accounts, an email campaign? What kind of longterm value (LTV) do these people have for my business? By learning more about how these sessions take place and where they come from, you can identify and recreate the paths and experiences that make an impact on your business goals.

New session parameters

The 13 new session parameters include session referrer URL, session UTM campaign name, session landing URL and session traffic source, and more. UTMs you assign will carry through your funnels and breakdowns, allowing you to measure the path of high-value sessions all the way to conversion (like purchase).

Want to see the full list of available parameters? Head to the segment builder Facebook Analytics, or the Help Center.)

Here's some questions you can use the new parameters to help answer:

  • What's the most popular landing page for sessions that included a Purchase?
  • How many purchase sessions originated with my Facebook Page?
  • Which pages drive the most newsletter subscriptions on my website?
  • What's the longterm value of the people who originate from search?
  • How many pages on my website do people typically explore before they take action?
  • Which page do the people who spend the least time on my site/don't convert enter on?

More metrics to measure your web traffic

  • Bounce rate over time. Bounce rate measures how many people enter a page on your site and leave without going to another page or taking another action. Depending on your business, a rising or lowering bounce rate could be significant. If the bounce rate on a product page on an ecommerce site is rising over time, you would want to check the traffic going to that page, and where else you may want to direct it.
  • Top landing pages.Where do the most successful sessions on your website tend to start? Should you be directing more traffic there?
  • Top exit pages. These are the pages that your audience is most likely to complete a session on. Again, whether it's a good or bad metric depends on your business. If it's the Complete Checkout page, it's not too surprising, but you can also use this metric to identify where people are getting stuck.

You can find your new charts in the Overview tab.

You'll see the updated list of session parameters in the web parameters section of the Facebook Analytics' segment builder.

You'll also see the full list in the menu for Breakdown event parameters.

Ready to get started?

If you're already a Facebook Analytics user:

Log in to your Facebook Analytics account.

If you're new to Facebook Analytics:

Here's how to get set up.