Facebook Analytics

What is Facebook Analytics?

Facebook Analytics was Meta’s dedicated analytics platform, which was discontinued in June 2021. Its functionality is now integrated into Meta Business Suite, Meta Ads Manager, and Meta Events Manager. These tools provide insights into how your Facebook and Instagram activities impact traffic and sales in your online store.

Meta Business Suite Insights

Meta Business Suite is the primary tool for analyzing your presence on Facebook and Instagram:

• Post performance: Reach, engagement (likes, comments, shares), and clicks for each post.
• Follower demographics: Age, gender, location, and language of your followers.
• Timing: When your followers are most active—helps you time your posts.
• Comparison: Compare performance over time and across different post types (image, video, link, carousel).

Meta Ads Manager

Ads Manager is the central tool for analyzing your paid campaigns:

• Reach and impressions: How many unique people and how many views your ads have generated.
• Clicks and CTR: Number of clicks to your online store and click-through rate.
• Conversions: Purchases, add-to-cart, initiateCheckout, and other events from your Facebook Pixel.
• ROAS: Return on Ad Spend — revenue per advertising krone invested.
• CPA: Cost per acquisition—what it costs you to get one conversion.
• Frequency: How many times the average person has seen your ad.

Meta Events Manager

Events Manager shows what your Facebook Pixel is tracking:

• Event Activity: Real-time view of all events (PageView, ViewContent, AddToCart, Purchase) your pixel receives.
• Event Quality: A score for the quality of your pixel setup (signal quality).
• Diagnostics: Troubleshooting tracking issues, missing parameters, and configuration errors.
• Server events: Overview of events received via the Conversions API (server-side tracking).

Key Metrics for Online Stores

Focus on these key metrics when analyzing your Meta campaigns:

• ROAS (Return on Ad Spend): The most important metric. Shows whether your ads are profitable. An ROAS above 3–4 is typically good for e-commerce.
• Cost per Purchase: How much does it cost to generate one sale? Compare this to your average profit margin.
• CTR (Click-Through Rate): How many people click on your ad. A rate below 1% suggests that the ad isn’t resonating with the target audience.
• Add-to-Cart Rate: The ratio of ViewContent to AddToCart. A low rate may indicate issues with the product page.
• Purchase Rate: The ratio of AddToCart to Purchase. A low rate points to checkout friction.

Facebook Analytics in Shoporama

Shoporama provides you with the necessary foundation for Meta analytics:

• Facebook Pixel: Automatic integration with accurate e-commerce events.
• Conversions API: Server-side tracking for more reliable data.
• Product Catalog: Automatic product feed to Facebook’s Commerce Manager for dynamic ads.

With these integrations in place, you’ll have full access to all analytics features in Meta Business Suite and Ads Manager.