Tracking Consumers Through the Entire Sales Funnel with Facebook Analytics

Tracking Consumers Through the Entire Sales Funnel with Facebook Analytics

In the early days of digital marketing, it was easy to track a consumer’s actions throughout the entire purchasing process. The average buyer accessed a company’s content through a single medium and from only one device. However, this is no longer the case.

Since 2017, mobile web traffic has accounted for approximately half of total global search traffic. As mobile technology continues to evolve, consumers are interacting with more content from their phones. This has made it incredibly difficult for marketers to track user interactions and gather valuable data about their advertising efforts.

Fortunately, Insights ABM has found the perfect solution through Facebook’s SEO analytics and reporting software. This versatile tool is just what you have been looking for to boost sales, improve user engagement, and grow your business. 

Below, our team will give you a crash course in Facebook Analytics so that you can begin leveraging this software in your own marketing campaigns.

What is Facebook Analytics?

Facebook Analytics is a multi-channel feature that functions across various platforms. It is a great way to understand the entire consumer journey. You can find out exactly what path customers are taking when making a purchase. 

For instance, perhaps a visitor is learning about your company via Facebook, then visiting the mobile site, where they ultimately make a purchase.

Unlike many other analytics tools, Facebook Analytics does not use sessions or cookies to track your users. Instead, it will target users and their devices directly. This allows the platform to track actions across all channels and provide you with anonymous aggregated data about your core audience.

What Can I Measure with Facebook Analytics?

Facebook’s SEO analytics and reporting software allows you to track several essential key performance indicators (KPIs), including:


As a marketer or business owner, you must actively track engagement. This measures how frequently that consumers are interacting with your content, how long they spend on your page, and how often they visit your site. If your engagement is high, good sales numbers are sure to follow.

When you have a strong understanding of consumer engagement statistics, then you can modify your marketing strategies to maximize their effectiveness.


Facebook Analytics can help you to track your total revenue. You can even identify which consumers are most valuable to your business, which will help you plan out future marketing efforts. 

Facebook Analytics also allows you to pinpoint precisely which channels are generating the most revenue so that you can better allocate every marketing dollar.

Retention Rate

It is far cheaper for you to retain a consumer than to acquire a new one. While new client acquisition should be a part of your marketing strategy, you should also focus on consumer retention. But how exactly do you calculate your retention rate?

Once again, the answer lies in Facebook Analytics. This tool will help you to identify your current retention rate. When this data is combined with other KPIs, you can extend the life cycle of your consumers and improve profitability. 

Just a small improvement in retention rates can translate to a large increase in your revenue and profit margins.

Targeting Data

By utilizing all of the metrics outlined above, you will be able to more clearly identify your target demographic. You can also gain insight into your top clients and which types of content will best resonate with them.

Facebook Analytics segments data by age range, language, and geographical location. This data will allow you to refine your retargeting practices and get the highest value from your advertising budget.

If you want to get the most out of your marketing efforts and track consumers during every stage of the purchasing journey, then Facebook Analytics is the perfect tool for the job! 

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.