WPN Today: Facebook Adds Analytics Tools to Increase Conversions for Business

May 02

Facebook has launched new tools in their analytics suite to help businesses using their platform to better convert visitors into customers or subscribers. At F8, Facebook’s developer conference, the company announced Journeys from Facebook Analytics that anonymously aggregates data from visitors to inform businesses on patterns that lead (or don’t lead) to sales and conversions.

“For example, you may find the people most likely to convert first browse your website on mobile before ultimately making a purchase on desktop,” Facebook noted. “Or maybe, the people who interact with your business on Messenger ultimately spend more in your mobile app. You can then use these insights to optimize your marketing strategy and grow your business.”

To make it work a business would simply add custom parameters to their events in Facebook Analytics enabling them to automatically receive key user insights. One of the ways to do this is via funnel conversion insights, which will provide key data on where in the process visitors tend to convert or go away.

VR Now Available for Brands Using Facebook Messenger

Since Facebook’s opened the Messenger Platform in 2016 to businesses and developers it has become a critical customer interaction tool for many brands. Facebook noted at F8 that there are over 8 billion messages exchanged between people and businesses each month on the platform. That is 4x more than last year and signifies widespread adoption of Messenger by businesses of all sizes including some of the largest brands.

At F8 Facebook announced that the Messenger Platform now includes the ability for brands to integrate custom uses of augmented reality into their Messenger experience. “With this launch, businesses large and small can leverage the Camera Effects Platform to easily integrate AR into their Messenger experience, bringing the virtual and physical worlds one step closer together,” says David Marcus, VP of Messaging Products at Facebook. “So, when a person interacts with your business in Messenger, you can prompt them to open the camera, which will be pre-populated with filters and AR effects that are specific to your brand. From there, people can share the image or video to their story or in a group or one-to conversation or they can simply save it to their camera roll.”

The value for marketers is that they can incorporate better visualizations of their products. This is especially important to brands that have products that customers feel more comfortable buying after touching, seeing up close or trying on, such as apparel. Facebook announced that ASUS, KiaNike, and Sephora will be including AR effects in their Messenger experience soon.

If you are interested in using these new AR effecting in Messenger you can sign up for their waitlist.

Facebook Enters the Dating Business

Also at F8, Mark Zuckerberg announced “Dating,” a new service by Facebook. It will let users create a second profile that is specifically for the purpose of introductions to others that they might want to date or hook up with. The key here is that your friends on Facebook won’t be able to see your other profile and they also will not show up as potential matches. This will hopefully eliminate the awkward situation where somebody uses their Facebook friendship as a vehicle to hitting on another person, which in the past often led to unfriending.

Facebook’s dating algorithm will use various signals to determine potential matches including if two people are attending the same Event or are a member of the same Group. You can assume that your bio info, likes and geography will play leading roles in making potential romantic matchups as well.

Not everyone is impressed by Facebook’s foray into dating:

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