Facebook integrates machine learning into analytics platform

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Facebook Analytics Platform

Credit: https://developers.facebook.com/blog/post/2017/04/18/facebook-analytics-new-features-f8/

Facebook is changing the face of its analytics platform to make it more customizable for every user. One of the most noticeable changes announced by the company’s Vice President of Partnership, Ime Archibong, during the ongoing F8 conference is the integration of machine learning.

The essence of integrating machine learning into Facebook’s analytics platform is to open up new possibilities and provide greater access to help users monitor engagement as well as purchasing behavior in a relatively granular way, reports TechCrunch. It will work by surfacing trends and making same available to users in a ranked field.

“We’re adding analytics support for Facebook Pages and offline conversions, leveraging artificial intelligence to automatically surface insights, and making our tool more customizable,” Amit Finkelstein Engineering Manager Facebook Analytics said on Tuesday.

The new approach not only improves your relationship with customers and clients, it also reduces the time spent searching for clues. It brings valuable insights directly to your business.

Facebook Analytics 2

Credit: https://developers.facebook.com/blog/post/2017/04/18/facebook-analytics-new-features-f8/

“With this new feature, you’ll see insights such as changes in purchases for a new version of your app, or variations in engagement across people in different cities. Getting to these insights quickly, and in an automated way, helps you easily identify where to dig deeper and determine a plan of action,” Finkelstein said.

Other changes were made too…

Besides, machine learning was not the only change or addition made to Facebook’s analytics platform. It is now easier to access your favorite analytics with addition of more customizable dashboards. You can now make use of custom dashboards to quickly pin your vital reports in one place. This helps your team to keep an eye on everything at a glance.

Added to above changes and additions are the following:

  • Streamlined event source groups: We’ve added the ability to create event source groupsdirectly from your dashboard, making it straightforward to set up omni-channel analytics by combining your different event sources such as pixels, apps, and Pages.
  • Omni-channel custom audiences: You can now create custom audiences based on people’s behavior across your app, website and bot, such as people who viewed an item on both your e-commerce store and your native shopping app.
  • User properties for web: User properties provides you with additional segmentation criteria based on things you know, such as a customer’s frequent flyer status. We’re extending support for user properties from apps to websites, and bringing this feature out of beta.

In order to provide access to more audience and help more people benefit from Account Kit, Facebook is adding voice call support in 19 new regions. An SMS option has now been made available for people who might not be able to, or those who would like to verify via text messages. TechCrunch reports that the same set of people will benefit from a new basic web SDK, which opens up the swifter login experience to users with the issue of low connectivity.

Account recovery is now available to all businesses who may wish to use Facebook as an alternative to existing options.


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Author: Ola Ric

Ola Ric is a professional tech writer. He has written and provided tons of published articles for professionals and private individuals. He is also a social commentator and analyst, with relevant experience in the use of social media services.

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