Shoppers use multiple devices to research and plan their purchases. Many people start on their phones and use your mobile app to read reviews or to check availability and prices. Then they might go to a laptop or desktop computer to make their purchase.
A recent study found that 53% of people who own 2 devices switch between them to complete tasks or activities. 77% of people who have 3 or more devices do the same. Unfortunately, few online store leaders are aware of this end-to-end customer journey. Even fewer actively optimize for it.
With Facebook Analytics, you'll get a complete picture of the customer journey. Our cross-platform analytics help you understand how your customers move between the web, the mobile web, and your native apps and mobile devices. Using this rich data and our powerful segments and demographics, you can truly understand your customers. This lets you answer questions like how many people search for products and view products on my app, but later purchase on the web? Analytics can even help you do this with customers who aren't logged into your website or app.
Additionally, we integrate with Apple tvOS, so you can view analytics about your tVOS integration and apps in addition to your website and native mobile apps.
Understanding your audience is the key to growth. With Analytics, you can filter your audience to create a segment of just your most valuable customers: the people who buy from you most often or who spend the most money on purchases. This allows you to learn from them by focusing on their demographics and behaviors.
Analytics has built-in revenue reporting that makes it easy to track your performance. It also provides reports on customer retention and lifetime value (LTV), including LTV by cohorts of people that you define. Our powerful segments act as filters that help you find your most valuable customers: either by purchases or by purchase value. Segments let you view any reports in Analytics just for this audience so that you can understand how they behave and what actions they take.
Analytics also offers the most detailed view of your most valuable customers by providing extensive anonymized and aggregated demographics including including age, gender, job titles, education level, relationship status and more. We can even tell you which Facebook Pages your top customers have liked.
Analytics integrates directly with Facebook ads and Custom Audiences. By using our Percentiles tool, you can understand exactly how much your most valuable customers spend and then reach them with targeted advertising.
By clicking the Create Audience button, you can create a “lookalike audience,” which finds new potential customers that are predicted to behave similar to best customers you already have. This allows you to target campaigns to your new lookalike audience that introduce them to your store and brand, test value proposals, offer first-time customer discounts and more.
Digging into the funnel charts on Facebook Analytics and understanding our customer demographics helps us paint a clear picture of who we're reaching. This is powerful information.