This document discusses Facebook Analytics tools for analyzing user behavior and conversion paths. It covers setting up Event Source Groups to track user activity across different Facebook properties. Funnels and Cohorts are explained as tools to analyze how users progress through different events or are grouped based on when they first interacted with a page. Retention reports are highlighted as useful for understanding how long users continue to engage after different activities like making a purchase. Examples provided show how insights from these tools revealed that commenters on posts had higher conversion rates and that using Messenger increased sales. The document encourages experimenting with the different analytics to understand what user behaviors are most valuable.

1. Facebook Analytics: Funnels,
Cohorts, & Other Shiny
Objects
Susan Wenograd
Owner, Susan Wenograd Media
Logo Here

2. • Foundation & Plumbing: Creating Event Source Groups
• OHHH SHINY: Funnels, Cohorts & Using the Info
• Retention & Cross-Device Data
Woohoo! Let’s Go.

3. Why It Rocks
Spoiler Alert: Your users are PEOPLE

4. Examples? I Got ‘Em
• Did people who interacted with your Page purchase?
• Are people who comment on posts more valuable than those who
don’t?
• Do certain ages tend to be retained for longer periods of time?
• And a whole lot more!

5. First: The Boring-Sounding Thing
…that actually makes the Awesome Sauce

6. Event Source Groups?
It’s all your FB stuff grouped together

7. P.I.T.A. Alert: Pixel Share!
If the pixel isn’t shared with you, it will not appear as a potential pixel
source when you make your ESG…yes, even if you are an admin on
the Ad Account.

8. Extra P.I.T.A. Alert: Glitchy
Recently I have run into this house of mirrors where when you try and
share, it just kicks you out the business accounts you have access to,
with no explanation. Here’s how to proceed.
I know, hard to believe FB Ads would be glitchy.

9. Extra P.I.T.A. Alert: Glitchy
1. Client must go to
Business Settings, then
click on “Pixels.”
I know, hard to believe FB Ads would be glitchy.
2. Click the pixel they need
to give you access to.

10. Extra P.I.T.A. Alert: Glitchy
3. Click “Assign Partner” and then they put in your Business
account ID. THEN it should appear for you.

11. Don’t Forget To Assign Yourself 🤦♀️

12. The Basics When You Login

13. Probably Your First Thought

14. The Gold Is Over This Way
Note: Analytics Will Not Give you Beyonce Hair-Blowing

15. Activity: Funnels
Dig into conversion rates and time lengths for any specific event
groups.
In other words: what do outcomes look like for people who did this and
also that?

16. Don’t Forget Top Menu Options

17. Example: Post Commenters

18. They Convert! Quickly!

19. “Who Cares If People Comment On
Our Ads?”

20. The So What…
We then invested in top of funnel PPE campaigns to focus on engagement driving
Increased engagement remarketing pool size by 18%
Increased Relevance Score dropped CPM by 8%
Increased sales volume by 9%

21. Context Alert: Messenger Is Yuge

22. Example: Messenger Chats

23. Before Chat Efforts
Holiday season = higher conversion rates, but lower-AOV for gifting

24. “Chatbots are a waste.”

25. Drumroll…
Social interaction data can help you see where to drive more value and
larger gains.
(Facebook is a social media platform. It always surprises folks when
they remember this.)

26. “We have attribution figured out.”

27. Activity: Retention

28. Activity: Retention

29. Activity: Retention

30. Activity: Purchaser Retention

31. Activity: Retention Breakdowns

32. Activity: Retention Breakdowns

33. Cross-Channel

34. Device: Page Views

35. …vs. Purchase Device

36. • Get those ESGs sorted out. (Godspeed.)
• Fiddle with things. Find what works for your particular
situation. It’s less lather-rinse-repeat vs. Google Analytics.
• Go from “oh, that’s cool” to why it MATTERS.
Start Simple & Mess Around!

37. Who Was This Rambling Person?

38. Thanks, Austin!