Facebook is rolling out two new additions to its Analytics Suite! Although currently in BETA, advanced Instagram & Facebook analytics are now available to be used in conjunction with your existing website and mobile app data.

This will enable you to better understand the impact that Instagram and Facebook Pages have on your business goals.

New Instagram Account Analytics

The new Instagram account analytics will give marketers more comprehensive data than what is currently available via Instagram Insights (which show how users engage with branded content).
For example, Instagram account analytics will give marketers:

  • Deeper levels of engagement metrics, including retention rates and lifetime value of users who interact with your Instagram content.
  • The ability to create segments around engaged audiences and see the overlap among users who have downloaded a brand's app, visited its website or engaged with its Facebook Page.

Updated Facebook Page Analytics

The newly expanded Facebook Page analytics go beyond existing post-level metrics for Pages. Advanced Page analytics gives a broader view of the impact of your Page by including more valuable events (defined as actions people take on your Page), including Post Impression, Page follow/unfollow, Page like/unlike, and more.

Page admins will be able to use the new analytics in combination with data already available in the Facebook Analytics dashboard to create new audience segments, track conversions and the path to purchase, and compare audience demographics by channel and activity.

Exciting Times For Marketers!

Facebook says both of these features will be rolling out over the next several months. Marketers who currently use Facebook Analytics will get a notification in their dashboard along with an email alerting them when the new data becomes available.

This is an exciting update for marketers. Instagram offers businesses a powerful forum for connecting with customers. 80% of all accounts on Instagram (more than 1 billion accounts total) follow a brand*. With the new insights, marketers can see how people interact with posts and Stories and what those people do next, and what this means for your success.

* Instagram Internal Data, March 2017

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