When you filter by a date range, you'll only see information from the period of time that you've specified, up to 2 years in the past.

To filter by a date range in Facebook Analytics on the web:

1. Go to the section of Facebook Analytics with information you'd like to filter (example: Active Users.

   For Funnels, Cohorts and Breakdowns you need to view a specific funnel, cohort or breakdown.

2. In the top left, select the first dropdown menu. This menu will display the date range you're currently viewing (example: Last 28 days).
3. Select an available pre-defined or custom date range, up to 2 years.
4. Select Update.

Now the analytics you view will be filtered by the date range you selected.

You can use the Compare feature in Facebook Analytics to view 2 sets of data on a single page, each with their own filters.

For example, maybe you'd like to compare how many people launched your app on Android versus iOS. In Active Users, you can use Compare to view the following information:

• Android app launches
• iOS app launches

Compare data

To compare data within Facebook Analytics:

1. Click Activity from the menu on the left, then select one of the following subsections:
• Active Users
• Revenue
• Events, then click an event name
2. Create or select your first filter. This is filter A.
3. Click the filter, then select Add Comparison Filter to view a second set of filters.
4. Select your second filter. This is filter B.

If the filters you've selected are supported for comparisons, your charts will show breakdowns for both filters.

When you're done, click a filter, then select Stop Comparing.

You can change the information displayed in many charts in Facebook Analytics by selecting a new metric (Metric) or time interval (Time Interval) from the top right of each chart. You can also break down the information you see in these charts by selecting a new parameter (Show By).

If you see an error message in a chart when you adjust these settings, you can troubleshoot it.

In Facebook Analytics, Client Type, Device OS and Channel are parameters you can use to break down your charts, when available:

• Client Type: The software used to access your native app, Games on Facebook or other event source.

• Device OS: The operating system used to access your event source. For example, iOS or Android.

  People who complete an event on different operating systems will appear as Multiple Values. For example, if a person launches your app on both Android and iOS mobile phones.

• Channel: The ways people can interact with your product. More specifically, this is the environment used to log events. Learn more about setting up channels for Facebook Analytics.

The table below identifies the Client Type, Device OS and Channel for various example scenarios:

In Facebook Analytics, you can use filters to learn about the audience of your app, website, Facebook Page or other supported event source. For example, what actions people take, what kind of device they use, the app install source and other demographic information.

You can use filters in most sections of Facebook Analytics. Your filtered view follows you from section to section, unless you deselect it. You can also edit and delete filters as needed. Once you save a filter, anyone with access to the analytics entity it's applied to will also be able to use it.

For example, you can filter information by people who were referred by Facebook and use those insights to inform your social media strategy across event sources (your app, pixel, Facebook Page or other supported event source) or event source groups.

You can even create a Custom Audience for your Facebook ad campaigns from some filters.

Learn more

• Create a Filter
• Use a Saved Filter
• Share an Unsaved Filter
• Understand How People Arrived at Your Website

To create a new filter in Facebook Analytics, choose the conditions you'd like to filter by and refine them. You can then save your filter to reuse it later.

You don't need to save your filters to share them or create Custom Audiences.

To create and save a filter in Facebook Analytics on the web:

1. Next to , click + Add Filter and select Create new filter from the top section. The filter will read Filter to people who. If you'd rather filter by events, you can click the filter and select Filter data to events that.
2. Add conditions. Depending on the analytics entity you've selected and if you're filtering by events or people, you'll see options related to:
   • Events: Actions people take in an analytics entity or group that you define and log (example: app launches and purchases). You can filter to include or exclude events.
   • Demographics: Characteristics like age, gender, country or language.
   • Device Info: Information about devices people use (example: device model, browser or app version).
   • User Properties: Custom user details. For example, an airline might create a user property of "frequent flyer status." Learn how to create user properties.
   • App Install Source: The way a person found and installed your app. Learn more about app install sources.
   • Web Parameters: Information related to web events, such as referrer domain. For example, a company might use this to see people who come to their website from a specific web domain (example: www.facebook.com).

   Depending on the parameters you'd like to use, you may be able to choose different operators (example: is, is not, contains, does not contain and so on) to customize your filter.

3. Refine the condition you selected and add more filters as needed.

4. Check the percentage of your audience included in this view and update your filter as needed. Here's an example:

   

   If you see an error message in your charts, you may need to choose a less granular filter.

5. Click and select Save Filter, then name your filter and click Save Filter to confirm. You can also click away from the filter to preview without saving.

   Not all roles can save filters. Even if you can't save the filter you created, you can still share it.

Now that you've created a filter, you can explore other sections with your new filtered view of Facebook Analytics. You can remove the filter from your view by clicking X on the filter.

Note: If you see an error message in a chart, you can troubleshoot it.

You can apply saved filters in Facebook Analytics to view more granular information, when available.

To apply a saved filter in Facebook Analytics on the web:

1. Near the top of your screen, click Add Filter.
2. Select a saved filter from the list.

Now that you've applied a filter, you can explore other sections of Facebook Analytics with your new filtered view. You can remove it by clicking X on the filter.

Note: If you see an error message, like All Other or Unknown in a chart, you can troubleshoot it.

You can share Facebook Analytics filters, both before and after you save them.

Saved filters

After you create a filter and save it, anyone who can see the analytics entity you created the filter for will be able to see and use your saved filter.

Unsaved filters

You may want to share an unsaved filter, for example, if you just want to show someone a particular filtered view that you won't need in the future, or to get their feedback before saving it.

To share an unsaved filter:

1. Create the filter in the relevant section of Facebook Analytics that you'd like to share.
2. Copy the resulting URL from your web browser and share it.

Note: The person receiving your filtered view may not be able to see some information, like purchase data, depending on their role and permissions.

You can filter your data in Facebook Analytics by app install source to understand how people found and installed your app.

To start, create a new filter, then select the following options:

1. Select Installed From an Ad then App Install Source.
2. Select Is or Is Not, then type or select a value from the list to choose which app install source you'd like to filter by.
3. You can also refine by:
• App install attribution
• App install source
4. Click and select Save Filter, then name your filter and click Save to confirm. You can also click away from the filter to preview without saving.

Note: Not all roles can save filters. Even if you can't save your filter, you can still share it.

You can view referrer URLs and UTM parameters in Facebook Analytics to understand which websites and ad campaigns are sending people to your website.

To view analytics for only your Messenger bot, create a new filter, then customize it in Facebook Analytics on the web:

1. Click used a particular app or device, then select Channel.
2. Click Is, then type or select Messenger.
3. Click and select Save Filter, then name your filter and click Save Filter to confirm. You can also click away from the filter to preview without saving.

Note: Not all roles can save filters. Even if you can't save the filter you created, you can still share it.

A Custom Audience lets you show ads to people who already know your business on Facebook, and are Facebook users.

In Facebook Analytics, you can use saved or unsaved filters to create a Custom Audience, which you may later select when you define an Audience in Facebook Ads Manager, or when you boost a post, so long as the audience is large enough and valid for your campaign.

For example, in Facebook Analytics, you can create a filter for the top 10% of purchasers by value. You can then create a Custom Audience from that filter. You don't need to save the filter, though you can if you'd like to use it later. When you create your next campaign, you can choose to show your ads to your Custom Audience, so long as Facebook already finished the audience creation process.

Note: New Custom Audiences may take up to 1 hour to become available.

Learn more:

• Create a Custom Audience of your best customers.
• Create a Lookalike Audience to find people who are similar to your existing customers.
• Show ads to people in these audiences.

You can create a Custom Audience from a saved or unsaved filter in Facebook Analytics. You can select your Custom Audience when you create your ad campaign.

To create a Custom Audience in Facebook Analytics:

1. Either create the filter you'd like to use, or select an existing, saved filter. You can save any new filters you create.
2. Click , and select Create Custom Audience.
3. Name your Custom Audience.
4. Specify the following options:
• Ad Account: The Facebook Ads Manager account associated with your Custom Audience.
• Filter: Select Use Current Filter or a saved filter that you'll use to create your Custom Audience.
• In the: Select the time period for people to qualify for your Custom Audience.
5. Click Create Custom Audience. If you can't create a Custom Audience with your current filter selection, you may need to update your filter. You may not be able to create a Custom Audience from all filter options.

We'll start creating your audience. Click View Audiences to view, edit or delete this audience in Audience Manager.

Note: New Custom Audiences may take up to one hour to become available. Event-based Custom Audiences are a type of Engagement Custom Audience, which means this audience's size may change as people's engagement changes.

A Lookalike Audience is an audience created by Facebook to help you reach people similar to one of your Custom Audiences.

You can use a Lookalike Audience to reach new people who are likely to be interested in your business because they're similar to your current customers.

You can create a Lookalike Audience from a Custom Audience to reach people with your ad campaigns who are similar to your existing customers.

Once you've created a Custom Audience from a filter in Facebook Analytics, read Create a Lookalike Audience for the next steps.

Note: Newly created audiences may take up to 1 hour to become available.

Facebook Analytics may show a different number of active users compared to your Custom Audience for any of the following reasons:

• Active users includes users who interact with your event source, even if they may not be Facebook users.
• A Custom Audience of your users includes only Facebook users.
• A Custom Audience doesn't include people who may have disabled ad tracking.

As a result, you may also see a different number of users in a filter created on Facebook Analytics when compared to a corresponding Custom Audience.

View Activity > Active Users to learn more about your active users. For example, how many people interact with your app, pixel or event source group.

Depending on the event sources you've set up, you may see the following:

Active users are the number of unique users who use your event source (example: app, website, Messenger bot). When unique users can't be determined, unique devices or cookies are used instead. Users may take various actions, which Facebook Analytics logs as events.

In Facebook Analytics, a web session is a group of actions taken by someone on your website (example: events, such as Page Views) within a given time period. Once 30 minutes of inactivity have passed with no additional actions taken, the current session ends and we'll log subsequent actions as a new session.

Keep in mind that the session timeout interval for web sessions is fixed at 30 minutes in Facebook Analytics and can't be configured to a custom value.

Learn how to view analytics for web sessions.

View web sessions to learn more about the actions people take while interacting with your website in a given time frame.

To view analytics for web sessions in Facebook Analytics on the web:

1. Click Active Users from the menu on the left.
2. Scroll down to Sessions. Keep in mind that if you're viewing omni-channel analytics across apps and websites, this chart will display session data for iOS, Android and web channels. You can view session analytics by channel by applying the Channel parameter under the Show by dropdown menu.
3. Select the metric you'd like to view:
• Average Session Length: Shows the average amount of time unique users spend on your website per session. Session length is calculated by taking the time of the last event logged in a session and subtracting the time of the first event logged in the session.
• Median Session Length: Shows the median amount of time unique users spend on your website per session. Session length is calculated by taking the time of the last event logged in a session and subtracting the time of the first event logged in the session.
• Median Time Spent per User: Shows the median amount of time (the sum of the length of all sessions) people spend on your website.
• Number of Sessions: Shows the number of sessions completed by your users.

Learn about purchase activity in your event sources and groups and the people making those purchases in Activity > Revenue.

Depending on the event sources you've set up with Facebook Analytics, Revenue may contain options to view information about:

• Values of purchases
• Purchase events
• Age and gender of purchasers

Revenue is just one place you can view information about purchases. Think of it as a dashboard for purchase-related information.

Learn more

• About Filters
• Troubleshoot an Error Message About Needing Admin Access
• Troubleshoot Error Messages in Charts

Funnels in Facebook Analytics are made up of events, which act as steps that you want to measure. Create funnels to measure conversions for a sequence of actions and to see how long it takes for conversions to occur.

All analytics entities (example: pixel, app or event source group) support funnels. This means you could create a funnel for a Facebook pixel alone, though you're likely to learn more from a funnel that looks at actions across an event source group (example: a group that contains your pixel, Facebook Page and app).

You could create a typical marketing funnel or try new steps to determine where people convert or drop off. For example, you might create a funnel that starts with Page Views from your website, and follow that initial step with Add to Cart and Purchases. To see the funnel broken down by where the actions take place, you can also change Overall to Event Source or Channel. Try it out.

Note: To be included in your funnel, people must take the steps you choose in chronological order.

Set up a funnel

Anyone with access to Facebook Analytics can create funnels, but only Admins and Developers can save, edit or delete them.

To set up a funnel in Facebook Analytics:

1. Click Activity from the menu on the left, then click Funnels.
2. Click Create Funnel.
3. Click Add Funnel Step and select an event.
4. After adding a funnel step, you have the following options:

• Refine: Click Refine near a step's name to add parameters, which allow you to add more rules to each event.

  Example: Say you'd like your funnel step to only apply to people who viewed your analytics entity from a computer. After you choose the event for your funnel step, you would then refine that step by the Device Info parameter of Device Type is, choose Computer and click Apply.

• Change Event: Click a step's name to change the event. To remove a step from your funnel, click X near the step's name.
• Reorder Step: Hover over the step you'd like to reorder and click and drag to reorder a step.
5. Add at least one more funnel step.
6. (Optional) Choose a breakdown to apply to the funnel as a whole by clicking Overall (default) and selecting an alternative parameter (example: Age, Device Type or Language).
7. (Optional) Choose a different time limit for the funnel steps to be completed by clicking Anytime (default) and selecting a specific time frame.

Keep in mind that this time frame is specifically to specify how long the steps in your funnel can take to complete, and is different from the date range you apply in the header. The date range in the header determines which time frame you are assessing in general.

8. Click and select Save.
9. Enter a name and click Save.

Now that you've saved your funnel, you can check out the results and edit as needed.

Learn more

• About events and parameters.
• Change the information in a chart.
• Troubleshoot error messages in charts.

Note: If a user logs an event multiple times, they may appear in different cohorts depending on the date range displayed in Facebook Analytics. For example, if someone adds an item to their cart (Add to Cart) once on January 1, then once again on March 1, they will be included in the cohort for January 1 if the date range displayed also includes January 1. However, if the date range displayed doesn't include January 1 and only includes March 1, they will be included in the cohort for March 1.

Breakdowns enable you to create a pivot table of your data with up to 3 parameters (example: by channel, by age or gender demographics or by session traffic source) so you can better understand the types of people who interact with your analytics entities and how they interact.

All analytics entities (example: pixel, app or group) support breakdowns. Learn how to create, edit and delete breakdowns.

Note: If you see an error message in a chart, you can troubleshoot it.

A Journey measures a sequence of events or actions performed by a specific individual, across devices and channels, before performing a conversion event or timing out due to inactivity during a specified time frame.

Use the Journeys subsection to better understand your customers' experiences across different event sources and channels (for example, an event source group with your website, mobile app, Facebook Page or Messenger bot) and which of those channels helped contribute to conversions.

In Facebook Analytics, events are actions people take (example: Achieve Level or Purchase), while parameters are specific data points for those events (example: Level 3 or $3.72). Facebook Analytics supports both standard and custom events and parameters.

Facebook Analytics logs events and parameters from your event sources, like apps and the Facebook pixel.

You can find events and parameters throughout Facebook Analytics:

• In Activity > Events, you can see a list of your events, along with high-level metrics like: Count, percentage change in Count for a preset time period, Today's Count, Unique Users, Value or Description.
• In various charts within Facebook Analytics, like funnels or breakdowns. Select the events Facebook Analytics receives to gain insights about how people interact with your event sources across one or multiple channels.

You can get more events in Facebook Analytics when you add them to your event source (your website, Facebook Page or app).

For example, if you have an app, you must add the events in your SDK.

You can find instructions for many event sources in Resources for Standard and Custom Events and Parameters.

Developers can find technical instructions for Facebook pixel and apps in Facebook for Developers.

In Facebook Analytics, events are actions that people take in your product (example: Level Achieved or Purchase). Parameters are specific data points for an event (example: Level 3 or $3.72).

You can have both standard and custom events and parameters. Here's how they differ:

Note: Event and parameter names must must consist of 2 to 40 alphanumeric characters. The length of each parameter value can be no more than 100 characters. Facebook Analytics will not log any custom parameters that are named "event". To avoid confusion, we recommend that you give your custom parameter a different, or more specific, name.

See the complete list of standard events for:

• Pixel
• Android
• iOS
• Bots for Messenger
• Games on Facebook
• Facebook Pages

Learn how to add custom events and parameters for:

• Android
• iOS
• Web
• Bots for Messenger
• Games on Facebook
• Facebook Pages

Learn more

• Check if Pixel and App Events are Logging Correctly
• Reactivate Events or Parameters

Each event source in Facebook Analytics supports 1000 distinct events, each with up to 25 parameters.

If you reach the limit for events or parameters in Facebook Analytics, you can deactivate older or less useful ones. Keep mind that you can't deactivate standard events or parameters.

Deactivate an event

To deactivate an event in Facebook Analytics:

1. Click Activity from the menu on the left, then select Events.
2. Select an event.
3. Click Edit in the top right corner.
4. Click Deactivate in the top right corner.
5. When the warning pops up, select Deactivate Event.

Deactivate a parameter

To deactivate a parameter in Facebook Analytics:

1. Click Activity from the menu on the left, then select Events.
2. Select an event.
3. Click Edit in the top right corner.
4. Go to the bottom of the menu and select a parameter.
5. Click Actions and select Deactivate.
6. Click Save in the top right corner.

Learn how to reactivate events or parameters.

Note: Facebook Analytics doesn't collect data on deactivated events or parameters. You'll be able to view historical data associated with the deactivated events or parameters in many sections, but not in Events.

You can reactivate events or parameters you previously deactivated in Facebook Analytics on the web.

Mobile Measurement Partners (MMPs) are companies that can help you gain deeper insights about your advertising campaigns. MMPs are particularly helpful if you want to measure outcomes across several ad networks.

Only send events through an MMP if you don't send events through the Facebook SDK. Sending events through both could result in the potential duplication of events.

For examples of MMPs, visit the Solutions Explorer.

When people find and install your app through Facebook, Instagram or Facebook's Audience Network, Facebook Analytics logs the following app install sources:

• Facebook Ad: Installs from an app install ad on Facebook (including Pages)
• Facebook Organic: Installs from a shared non-ad link on Facebook (including Pages)
• Instagram Ad: Installs from an app install ad on Instagram
• Audience Network: Installs from an app install ad on the Audience Network
• Unknown: Installs directly from an app store or website, without going through Facebook

The table below identifies app install sources for various example scenarios:

Facebook Analytics and Ads Manager use different methods to log and report app installs. The tables below summarize these differences:

For the following examples, see how Facebook Analytics and Facebook Ads Manager reports app install dates:

Learn more about how Facebook Analytics is different from Ads Manager.

Facebook Analytics enables you to better understand the people who use your product or engage with your business. To see the actions people take, we recommend that you refer to your pixel's dashboard in Facebook Events Manager.

Facebook Analytics may show a different number of events compared to the Facebook pixel in Events Manager for any of the following reasons:

• You may have applied filters in one product but not in the other, or different filters in each product. Confirm if your filters and dates are the same.
• You may not be sending Facebook Analytics sufficient events and parameters. Review best practices for Facebook pixel setup.
• Facebook Analytics may sample data, while Events Manager does not.
• Facebook Analytics and Events Manager may take different amounts of time to receive and process your data.

Have a different question or still need help? Get support.

In Facebook Analytics, Session Traffic Source, Session Traffic Source by Search Engine and Session Traffic Source by Social Network are web parameters that can show you where visitors to your website are coming from.

Note: A session traffic source that isn't listed above may be displayed as Unknown.

If you see an error message in Facebook Analytics that says you need admin access, you may not have access to view revenue-related analytics. The following standard events display revenue-related analytics:

• Add to Cart
• Add to Wishlist
• Initiated Checkout
• Spent Credits
• Purchase
• Purchase Canceled

To resolve this error, contact an administrator for the event source or event source group you'd like to view and request admin access. Share the following help article with them if they need a reminder about how to give you access: Give Facebook Analytics Users Access to View Revenue-Related Analytics.

Have a different question or still need help? Get support.

You can confirm that events are logging correctly in Activity > Event Debugging in Facebook Analytics. In Event Debugging, you can see the last 20 events logged within 24 hours.

To check event logging in Facebook Analytics:

1. Select Activity from the menu on the left, then select Event Debugging.
2. Trigger an event, or use the drop-down menus at the top right to filter events and specific contexts.

   For Messenger bots, send or receive a message to your Messenger bot.

You should be able to determine if events are logging correctly and sending the appropriate information from this view.

If the event you recently triggered, or the event you'd like to select from the drop-down menu, isn't listed, check your channel's event implementation.

Note: It may take up to 30 seconds for a recently logged event to appear in Event Debugging.

Have a different question or still need help? Get support.

Lifetime Value in Facebook Analytics measures the total value attributed to a group of customers, based on revenue they've generated over time.

When you assess lifetime value, you gain insights about your most valuable customers. They may be the customers who make the highest purchases, the most purchases or who return many times to read your content.

Once you understand what a loyal or valuable customer looks like, you can create audiences for your ad campaigns that are more likely to include people like them.

When measuring lifetime value, Facebook Analytics considers the revenue customers generate after they start using your product and log their first interaction (example: App Install for apps, first Page View for websites).

View lifetime value and take action:

• Compare lifetime value across different segments of customers by creating filters.
• View lifetime value for specific cohorts in Cohorts.

Note: If you view an event source group in Facebook Analytics, people who interact with your product across different channels may appear in different cohorts in Lifetime Value, depending on the date range displayed. For example, let's say someone views your website for the first time (Page View) on January 1, then installs your corresponding iOS app (App Install) on March 1. They'll be included in the cohort for January 1 if the date range displayed also includes January 1. However, if it only includes March 1, they'll be included in the cohort for March 1.