Get Started
Get started with Facebook Analytics. If you're a developer looking to integrate Facebook Analytics with your product, take a look at the Facebook Analytics Quickstart Guides at Facebook for Developers.
General
Facebook Analytics is a free analytics tool that you can access from your browser or the Facebook Analytics mobile app. You can use Facebook Analytics to understand how people interact with your website, Facebook Page, app or other supported event source.
With Facebook Analytics, you can learn:
- How people use your app, website, Facebook Page or other supported event source(s) across multiple channels, including how they move between those event sources.
- About the people who interact with your website, app or other supported event source(s). This includes aggregated demographic information, like age and gender.
- How different groups of people interact with your event sources. You can also separate them into funnels and cohorts, then create filtered views of your analytics metrics.
Facebook Analytics shows this information, and more, for everyone who uses your event sources, not just the people who use Facebook Login.
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.
Example
Here's an example of how you can use events and parameters to learn more about how people interact with your event sources.
Let's say you're interested in learning about purchases made on your website, which your Facebook pixel logs via the Purchase event. The Purchase event logs the value of each purchase and supports parameters like the number of items purchased and the currency.
You could dig deeper by creating a breakdown by age to learn more about the purchases people make on your website. If you have a group, let's say a Facebook pixel, an Android app and an iOS app, you could create a breakdown for the group to learn about the purchases people make across the entire group.
Think of event sources as the entities from which Facebook Analytics receives events (information about the actions people take).
You'll often hear about event sources together with channels. A channel is how someone interacts with your product and the environment used to log events. For example, your app event source may have 2 channels, Android and iOS, since each has its own SDK. You'd find analytics for both channels within your app event source in Facebook Analytics.
The information you view in Facebook Analytics is based on which event source you look at:
- If you view analytics for a pixel, your event source is your pixel.
- If you view analytics for a Facebook Page, your event source is your Facebook Page.
We organize the events you log for each channel under its event source, which you can find in the entities dropdown menu.
Here's an example of the entities dropdown menu from our publicly accessible demo.
Get familiar with your event sources. Try to:
- Change the event source in the entities dropdown menu.
- Combine event sources into groups to see activity across your event sources, the overlap between them and more.
- View the events Facebook Analytics receives from each event source in Events.
Additional event source and channel examples:
- If Facebook Analytics receives event information from an app (example: App Install), then the event source is an app. The channel could be an iOS app, an Android app, bot for Messenger and so on.
- If the event information arrives from the Facebook pixel, then the event source is the pixel, and the channel is your website.
Review these steps when you first start using Facebook Analytics and any time you'd like to view analytics for new event sources.
In this article, you'll:
- Learn how to set up Facebook Analytics so you can see the metrics you care about most.
- Integrate your channels with Facebook Analytics so they are represented as event sources (also called analytics entities).
- Manage the events you send.
Once you've finished those steps, you can begin analyzing the actions people take across one or more of your channels.
Note: It's important to understand foundational concepts like events, parameters, event sources and channels. If these concepts are confusing or new, or if you want a refresher, review them in Get Started.
Keep in mind, if you aren't a developer, you may need a developer to perform some of these steps.
Before you begin
- Ensure you can access Facebook Analytics. We recommend that you download the mobile app and bookmark Facebook Analytics on the web.
- Add your event sources in Business Manager, if you haven't already. While you can review analytics for single event sources (example: a Facebook Page) in Facebook Analytics without using Business Manager, you can't save a group of event sources unless they are all linked in Business Manager, either within the same business, or within multiple businesses that have partner permissions enabled.
Set up Facebook Analytics
To set up Facebook Analytics:
- Integrate your channels.
This table maps supported channels with how you set them up. Some channels don't require any setup to integrate them with Facebook Analytics.
Event Source Channel Set up the Channel Apps Android Integrate the Facebook SDK for Android with your app.
Apps iOS Integrate the Facebook SDK for iOS with your app.
Apps Web Integrate the Facebook SDK for JavaScript with your website.
Apps Bots for Messenger No setup required. Create a Messenger bot, and you'll automatically be set up with Facebook Analytics.
Apps Gameroom No setup required. Build a game for Facebook Gameroom, and you'll automatically be set up with Facebook Analytics.
Pixels Web Integrate the Facebook pixel with your website.
Facebook Pages (Beta) Facebook Page (Beta) No setup required. Create a Facebook Page, and you'll automatically be set up with Facebook Analytics. We'll start logging events shortly after you visit Facebook Analytics and view a Page that you're an admin of.
Event source groups Any combination of channels All channels must be in Business Manager before you can create an event source group in Facebook Analytics.
- Review the events and parameters you're logging (sending) in Activity > Events.
- Log additional events and parameters as needed.
- Confirm that events and parameters are logging correctly.
Now you should be logging events and parameters for your channels in Facebook Analytics.
You're ready to start using Facebook Analytics:
- Switch event sources to see different channels (example: Android, iOS, website).
- Create an event source group to measure activity across all your channels.
Have a different question or still need help? Get support.
You can access Facebook Analytics from the web or via the Facebook Analytics mobile app. Some features differ between the Facebook Analytics mobile app and Facebook Analytics on the web.
Before you begin
To access Facebook Analytics, you must be the admin of an event source, like a pixel or app. You can also use Facebook Analytics if you have a role on someone else's event source in their Business Manager. If you don't already have a role, you must ask an admin to assign you one.
Open Facebook Analytics from a computer
To open Facebook Analytics on the web, go to https://www.facebook.com/analytics in your browser.
Get the Facebook Analytics mobile app
To get the Facebook Analytics mobile app, download it from the App Store or Google Play:
Learn more about how to get started with Facebook Analytics, including how to set it up, if you haven't already.
Note: Facebook Analytics begins receiving data for Facebook Pages the first time you visit analytics for your Page, either via Facebook Analytics on your browser or the mobile app. This means analytics for Pages will initially be blank, and you should return later, once we've received enough events for you to analyze.
Review this resource to learn about the types of charts you can create in Facebook Analytics and determine the right chart for your needs.
You can create these charts inside custom dashboards.
Note: Numbers and visuals are for illustration only.
You can create the following charts in Facebook Analytics:
Bar
A bar chart for the event, or events, you've selected to help you determine stand out segments or components of an event.
Examples: See viewership or purchases by country or state. See posts by format (Beta).
Breakdown
A table that requires at least one breakdown to assess parameters with unique or specific values.
Examples: View events by product category, current URL or UTM parameters. View searches by search string, as long as you send it as a parameter.
Cohort Heat Map and Cohort Trend
A cohort heat map or trend line (Cohort Trend) to display metrics about group of people who completed an event you defined (activity X), followed by a subsequent event you defined (activity Y).
Examples: Retention and Lifetime Value are two specific types of cohorts you may want to view.
For Retention, X is a new activity you define, and Y is a repetition of that activity, like repeat purchases or repeat app launches. For Lifetime Value, X is a new activity you define, and Y is the sum of purchases for people in that cohort.
Note: Requires 2 events. You can select the same event twice.
Here's a cohort heat map.
Here's a cohort trend chart.
Funnel
A funnel you define with sequential events (in chronological order) as steps to view conversion rate, drop-offs and time to conversion.
Examples: Post impression to website visit; initiated checkout to purchase; app launch, search, add to cart then purchase; purchase to purchase (repeat purchases).
Note: Requires at least 2 events. You can select the same event twice.
KPI
A high-level numerical metric for a selected event.
Examples: Check monthly active users, revenue and new users.
Overlap
A Venn diagram that deduplicates people's actions across different breakdowns.
Examples: View people who reacted to Page posts across different devices. See where purchases happen and if people purchase across different event sources or channels.
Pie
A pie chart that requires a breakdown. We recommend this chart when you apply a breakdown with mutually exclusive parameters that have only a few values.
Examples: Purchases by gender and app launches by age. Page post impressions by whether the audience is made of fans or followers (Beta).
Trend
A line chart for the event, or events, you've selected over a specified time frame.
Examples: Monitor changes in active users, number of purchases, amount of revenue, and so on, over time. See spikes, drops or if they trend upward.
Facebook Analytics helps you learn about the types of people using your event source. For example, how they found your website, Facebook Page or app, and what actions they're taking on it. Facebook Ads Manager is designed to help you create, manage and measure your Facebook ads.
Both tools log and report events differently. For example, install events.
Learn more
Learn more about Facebook Ads Manager.
Have a different question or still need help? Get support.
The export feature is the only way to download information from Facebook Analytics. There are no supported APIs.
Funnels, Cohorts and Breakdowns sections
If you want to export and download from the Funnels, Cohorts or Breakdowns sections, follow the instructions below.
To export and download from Facebook Analytics to your computer:
- Click
in the top right of the chart, then select Export as CSV. - Follow the on-screen instructions.
Your computer should download the information from the chart in a CSV file.
Other sections
For other sections of Facebook Analytics that support this feature, follow the instructions below.
You can't export directly from Overview, but you can click the charts within it to see more details and export from individual charts.
To export and download from other sections of Facebook Analytics to your computer, click 
In order to ensure that you're viewing accurate data in your charts and tables as efficiently as possible, Facebook Analytics uses the following calculation and sampling methods when applicable.
Calculation of unique values
Facebook Analytics focuses on measuring and understanding people's actions, rather than cookies, events or devices that only serve as proxies for people. When unique users can't be determined, unique devices or cookies are used instead. Facebook Analytics will calculate unique values with a low error rate in order to improve efficiency and speed.
Sampling
Sampling is a widely used approach to data analysis. Rather than analyzing an entire set of data, sampling looks at a portion of the data.
Except when use of the complete, exact data set is essential (e.g., purchase data), when involving large amounts of data Facebook Analytics may use sampling to look at a portion of the data which is representative of the larger population and can be analyzed with reasonably high accuracy and similar results.
To better understand sampling, consider the following example: Let's say that you'd like to understand the demographics of a neighborhood with 500 residents. Rather than surveying the demographic information for all 500 residents, you could sample demographic information (example: gender) for 50 representative residents, then multiply the gender breakdown for that sample by a factor of 10 to get a sense of the demographic information for the entire neighborhood.
You may notice that some of your reports in Facebook Analytics are based on sampled data. Facebook Analytics samples at different rates for each event depending on its volume. If an event logged by a user is included in a particular sample, then that same event will be included in other sampled data you may see for the same user. For example, if someone opens your app and logs an App Launch event that is included in the sampled data for app launches, all App Launch events logged by this user will be included in other sampled data across Facebook Analytics, such as in cohorts and funnels. When looking at a series of events with different sampling rates, Facebook Analytics will consider the smallest sampling rate across all events. This way, advanced features on Facebook Analytics, are best equipped to work seamlessly.
If sampling is used, you can see the sampling rate by hovering over This report is based on sampled data in the top right of the chart. You'll be able to see the sampling rate for different events, as well as the sampled user count. The sampled user count is the number of people sampled over the last 28 days.
Use this article to:
- Understand error messages you may see in Facebook Analytics charts, like Unknown and All Other.
- Learn how to fix these errors, when possible.
Here's a list of the error messages you may see in Facebook Analytics:
| Error Message | Possible Reasons |
|---|---|
All Other | The filter or audience that you're viewing for a given period may not be large enough. Recommendation: Adjust your filter to increase the size of the audience in your filtered view. You can also view a larger date range. |
Unknown | You may see Unknown when:
Recommendation: Increase the time interval you're viewing or make your filter less specific. |
Data is temporarily unavailable. Please try again later. | You may see this error due to an issue with Facebook Analytics. Recommendation: Please contact Support to report where in Facebook Analytics you saw the error. |
No Data Is Available | Your events may not be logging correctly. Recommendation: Check your event logging setup. |
Other Values | You may see Other Values when we've grouped results that we don't recognize, or results with insufficient numbers to display. For example, you may see this when you break down a chart by browser. People may have triggered events in browsers we don't yet support, or people may not have triggered enough events in a given browser or group of browsers to show results in your charts. Recommendation: Make your breakdowns less granular, apply fewer parameters or filters and increase the date range. |
Application request limit reached | If you see Application request limit reached, it may be due to a momentarily high request volume. Recommendation: Wait (ideally at least 24 hours) and try again later when access is unblocked. |
Have a different question or still need help? Get support.
Here are some ways to provide feedback and ask questions about Facebook Analytics:
- Ask app-related questions in the Facebook Developers group.
- Find advertiser-specific help articles in the Facebook Advertiser Help Center.
- Click Give Feedback in the lower left corner of Facebook Analytics to let us know if something is broken.
Omni-Channel Analytics
A group links your event sources together. With groups, you can combine analytics from your site, mobile app, Facebook Page and more to get a better view of customer behavior across channels.
When you group your event sources, you create a new, separate entity that you can view and analyze in Facebook Analytics.
Facebook Analytics supports two ways to group your event sources:
- Event source groups (ESG): Groups you create in Business Manager as an admin. They are fully supported by Facebook Analytics, and you can share them with others.
- Private groups: Groups you create in Facebook Analytics that only you can see. You can use private groups when you need to do a quick analysis, even if you aren't a Business Manager admin. Private groups disappear after 90 days of inactivity.
Learn more about the differences between private groups and event source groups (ESGs).
Benefits of groups
With a group, you can measure activity across multiple channels and event sources, often called omnichannel analytics. Your group analytics help you understand:
- Overlap and unique users for your channels and event sources. Metrics for groups are deduplicated. For example, if you have a website and a Facebook Page, your total number of visitors probably isn't the sum from both sources. Some people likely visited both your website and your Page.
- Actions people take across different channels. Even when someone researches a product on your Android or iOS app but purchases it from your website on a computer, you can gather valuable insights with journeys and funnels for your group.
Example
Your business sells clothing globally. You have a global website with the Facebook pixel, Facebook Pages for several different countries or regions, Android and iOS apps and an Instagram profile (Instagram and advanced Pages insights are in Beta).
You'd like to see how people move between these event sources and channels, where they drop off in a conversion funnel and where they eventually make purchases. You're also curious how many people are unique users of each of these event sources and channels and how many overlap.
You can do all of this and more when you group these event sources and channels and view them in the various charts and dashboards available in Facebook Analytics.
Ready to get started? Group your event sources.
Create a group to see insights across multiple event sources, like your apps, Facebook Pages and websites.
Use this article to learn how to group your event sources for analysis in Facebook Analytics. If you're not sure which kind of group you'd like to create, read Differences Between Private Groups and Event Source Groups (ESGs).
Before you begin
- If you're a Business Manager admin and all event sources are in Business Manager, you can create a group that everyone with relevant permissions in Business Manager can see. This is called an event source group (ESG). There are no additional pre-requisites.
- If you're not a Business Manager admin, or if some or all of your event sources aren't in a Business Manager, you can create a private group. You can't share private groups. They disappear after 90 days of inactivity.
Create an ESG
Learn how to create an ESG in Business Manager. You can see the ESG you create in Facebook Analytics on the web and in our mobile app.
Create a private group
To create a private group in Facebook Analytics on the web:
- From the entities dropdown menu in the upper left, select the boxes next to the entities you'd like to group. Choose at least 2.
- Select Create Private Group. The Overview section for the group will open. At the top, you'll find information for your private group.
- (Optional) Name and save your private group. Click the name of the group and enter a name. The group and its name will save automatically when you click elsewhere on your screen.
Remember, if you don't want to save a private group, you can open any other event source or group to leave without saving.
Now that you've created a private group, you can explore its Facebook Analytics charts and create custom dashboards for it. You can see deduplicated analytics across all of the event sources you included.
If you use Facebook Analytics with multiple event sources or groups of event sources, you can switch between them.
To switch between event sources in Facebook Analytics on the web:
- From the first row of the top left menu, select the currently displayed event source or group of event sources.
Search for and select the entity you'd like to view.
If you can't find the group you need and you're an admin in Business Manager, you can create a new event source group (ESG).
The entity you selected will open in the Overview tab.
Note: If you don't see anything in the list, make sure you've set up your event source(s) correctly. The Facebook Analytics mobile app doesn't support private groups.
Once you've created an event source group (ESG) in Facebook Analytics, you can add and remove different event sources by going to your Business Manager Settings.
Before you begin
- Make sure you're viewing an event source group in Facebook Analytics.
- Go to your Business Manager settings for you event source group. From the Overview section, click
, next to Included in this group.
Add a new event source to an event source group (ESG)
- Click
- Select the type of event source you'd like to add, then choose the event source from the dropdown menu.
- Click Save Changes.
Remove an event source to an event source group (ESG)
- Click Apps, Pages or Pixels.
- Hover over the event source you'd like to delete, then click the X that appears to the right.
- Click Remove to confirm that you'd like to remove the event source.
Learn more about Facebook Analytics Permissions and Roles.
To view analytics for only your Messenger bot, create a new filter, then customize it in Facebook Analytics on the web:
- Click used a particular app or device, then select Channel.
- Click Is, then type or select Messenger.
- 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.
If you use Facebook Analytics for your Facebook Page, you can view events and parameters for your Messenger bot.
To see your Messenger bot's events and parameters:
- View your Page in Facebook Analytics.
- Click Events.
You may need to expand the Activity section of the left menu to see Events.
You will see your Messenger bot's events together with your Page's events.
You can also view omni-channel analytics to measure Messenger activity associated with your Facebook Page together with activity from other channels, like your mobile app or website.
If you'd like to generate more Messenger activity, learn about ads that open conversations in Messenger.
