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Facebook unveils new analytics features, including a tool to track the omnichannel journey

May 02, 2018 / Robin Kurzer

Facebook introduced new analytics features — including a tool to track customer journeys through multiple channels — on Tuesday at its F8 developer conference. Journeys is the most notable addition to Facebook’s currents analytics tools. It provides omnichannel data and reporting, so marketers can see what users are doing right before they take an action that results in a conversion. The company took special care to note that this data is anonymously aggregated and not tied to any specific individuals’ identities. Facebook continues to reel from increased scrutiny and criticism in the wake of allegations that it provided users’ personal information to data firm Cambridge Analytica, which was then used to influence voters in the 2016 US presidential campaign. Facebook’s new analytics can auto-detect sales funnels using machine learning algorithms across channels, which enables marketers to “identify friction in your marketing and product experie...