Facebook expands its Pages and Instagram analytics

The two additions, which are currently in beta and are being rolled out over the coming months, offer marketers the ability to create new audience segments, such as people who commented on the brand’s Instagram post.

Marketers will also be able to find out whether users who comment on or like Instagram posts have higher retention rates and understand how Instagram audiences overlap with app and site users, and those who have engaged with a brand’s Facebook page.

The advanced page analytics will offer a broader view of a page’s impact by including actions such as page follow/unfollow, post impression, and like/unlike.

Josh Twist, product manager at Facebook, wrote in the company’s Analytics blog that marketers can now “create new audience segments of people who engage in certain ways, track funnel conversion from social engagement to purchase, compare audience demographics by channel and activity, and more”.