Facebook Offers Free Analytics for Apps Tool
At today's F8 conference Facebook unveiled a new developer tool that will help app marketers segment and target audiences as well as understand consumer path to purchase and in-app pain points.
At today's F8 conference Facebook unveiled a new developer tool that will help app marketers segment and target audiences as well as understand consumer path to purchase and in-app pain points.
In addition to the news that Facebook will turn Messenger into an e-commerce platform, the social behemoth also introduced Analytics for Apps today, which will help app marketers better target campaigns based on social data.
Analytics for Apps works with IOS, Android, and Canvas apps.
The feature aims to help marketers understand how consumers are using their product by providing customer breakdowns of age, language, gender, and country. It will also show how many of the customers who downloaded the app ended up making purchases on a brand’s website, along with pinpointing in-app pain points that caused consumers to uninstall.
The addition of Analytics for Apps is probably Facebook’s attempt to make sure marketers had some measurement system after the company recently booted some of its outside measurement tools, according to Oren Kaniel, chief executive (CEO) of AppsFlyer.
“With all of the changes that have taken place in recent months, like TUNE getting kicked off the Facebook MMP program and Ad-X going away, Facebook probably wanted to make sure its advertisers had at least some sort of measurement tool should other changes in the market take place,” Kaniel says. “App marketers need some way of measuring the performance of their install ad campaigns, otherwise they are just flying blind. If they have insight into their campaigns based on how new users are behaving inside their apps and can attribute that performance to specific ad campaigns, they can then re-invest in the campaigns that work well and either tweak or cut out the campaigns that are under-performing.”
However, Kaniel warns that while Analytics for Apps might be an analytics solution for small businesses, larger businesses will probably want to depend on independent tools to ensure unbiased measurements. “Larger app marketers probably won’t want to use Facebook’s measurement product because they’ll likely be advertising on Twitter, Google, Yahoo, Apple, and other major publishers that Facebook might not support or would have conflict of interest with, which means that those bigger marketers will want to go with an independent measurement partners to make sure they’re getting 100 percent unbiased data,” Kaniel says.
Analytics for Apps is currently available for free on Facebook’s Developer dashboard.
Lucy helps organizations leverage knowledge for in... View Tech Talk
TVSquared is the global leader in cross-platform T... View Tech Talk
Grata is a B2B search engine for discovering small... View Tech Talk
Streaming has become a staple of US media-viewing ... Download Now
Data is the lifeblood of so many companies today. ... Download Now
This report documents the findings of a Fireside c... Download Now
Customers decide fast, influenced by only 2.5 touc... Download Now
Streaming has become a staple of US media-viewing habits. Streaming video, however, still comes with a variety of pesky frustrations that viewers are ...
View resourceData is the lifeblood of so many companies today. You need more of it, all of which at higher quality, and all the meanwhile being compliant with data...
View resourceThis report documents the findings of a Fireside chat held by ClickZ in the first quarter of 2022. It provides expert insight on how companies can ret...
View resourceCustomers decide fast, influenced by only 2.5 touchpoints – globally! Make sure your brand shines in those critical moments. Read More...
View resourceA detailed look at how 6Sense helped Kazoo expanded its fit model to include many more predictive attributes including firmographics, intent, technolo...
View articleFootprint Digital, a UK-based digital marketing agency, created a comprehensive ebook to help brands, marketers, and agencies conduct effective digita...
View articleFor brands that are moving away from previous click-based attribution methods like MTA, there are options to consider. Matt Voda, CEO of OptiMine Soft...
View articleMarketers are turning to new methods to analyze the effectiveness of their campaigns, and they are getting more accurate results more quickly with inc...
View articleOnly 2% of consumers think brands should pause all advertising; 49% want ads to make them feel informed and 37% want ads to make them feel warm/happy....
View articleA new report from Talkwalker highlights that PR today is increasingly digital and social. But there are many opportunities for marcomms professionals ...
View articleWhatagraph's SEO specialist, Mindaugas Skurvydas, highlights eight vital SaaS metrics and KPIs that lead to success. Read More...
View articleMarketing leaders must take an integrated approach to marketing measurement methods for maximum insight, says new Gartner report. Read More...
View article