Habits have changed when it comes to how customers interact with businesses online. They no longer go straight from discovering the business to making a purchase on that same device in the same session. Instead, they weave throughout channels and devices, making their purchase journey a little more convoluted and thus more difficult to analyze.
In a recent blog post, I shared the benefits and power of Facebook Analytics. Through this tool and funnel tracking, marketers can monitor customers’ progression through mobile, desktop, the business’s Facebook page, and website.
The Importance of the Funnel
In order to track new and uncommon paths a customer is taking, Facebook Analytics helps to monitor the user funnel through the site. To make sure that key points of interaction are being tracked, it’s important to ensure the Facebook pixel is set up to record these various touchpoints. Important interactions to monitor could be anything from “View Item” to “Add to Cart” to “Purchase;” these are dependent on the KPI you’re wanting to monitor.
Analyzing the Funnel
By analyzing the funnels customers are moving through in their purchase journeys, businesses can measure how effective they are in getting them to the intended end point. It also allows marketers to easily detect unusual patterns within the customers’ journeys. If Facebook Analytics registers something as being unusual, it’ll flag it as an anomaly, so a deeper analysis can be done. In many cases, it can be as simple as a product being out of stock or a webpage being down. Another key piece to notice when viewing funnels is where people start to drop off. What’s the bottleneck? What’s holding them up from completing another action or making a purchase?
Key Information Through the Funnel
Funnels through Facebook Analytics can also be used to discover other key information such as:
- How many people view a certain webpage and later go back to make a purchase
- How and where people move from one channel to another
- Where top converters start their journey
- The channel that most customers convert in
- How frequently people interact with the business before converting
- The conversion rate at each step of the purchase process
How Marketers Can Use This Information
Digital marketers can use Funnels through Facebook Analytics to help track the entire customer journey, see where conversions are stemming from, and determine where customers are dropping off. Additionally, marketers can use this information to make the path to purchase easier and more fluid based on the journeys they see their customers taking.