We can divide these user groups further to examine and analyze the interactions they have carried out through platforms such as Pages, Mobile Apps, Facebook Pixel-activated web pages, Gameroom, and Messenger Bots1.
You can find support requests related to Tag Management.
As we progress, we filter user data such as shared demographic information, channels, behaviors, and traffic sources. This enables us to better understand segmented users and develop strategies tailored to them. Facebook Analytics provides filters to facilitate the segmentation process.
Creating Facebook Analytics Filters
When you view the demo account provided by Facebook, you’ll notice the pre-defined basic filters available here2. To create our own filters, we need to click the Add Filter link.
After clicking the “Add Filter” button, you can see the options Start from Scratch and Apply a Saved Filter. The “Start from Scratch” option allows us to create a new filter3. When creating a new filter, you can select categories such as Event,, Demographic, App and Device, Event Source, User Property, Ad, and Internet Parameters, which enables splitting all data into subgroups. After selecting the relevant options, you can narrow down your segment by adding segment conditions and/or a percentage range.
Conditions
Conditions are the filters you use to create a segment. As I detailed above, there are many breakdowns (such as events, device information, demographic data, etc.) available that can be used to narrow down your data. Some conditions (for example, event parameters) can be further customized. If we elaborate on these conditions:
Event
Actions performed by users/customers on websites, mobile apps, gaming rooms, and similar environments, which are defined and recorded using Facebook Pixel and/or the relevant Facebook SDK, such as events (e.g., app launch, purchase).
Demographic Information
Data such as age, gender, country, or language of users/customers. These data are the information users/customers have defined on their social media accounts.
Device Information
Includes device details (version, type, etc.) used by the individual.
User Properties
Composed of customized user data. For example, an airline could create a user property such as “special passenger status” and use it as a breakdown.
App Installation Source
Captures the way users found the app (Facebook Ads, Facebook Organic, Instagram Ads, Audience Network, Other) and the method of installation.
Internet Parameters
Referral fields (referral) are data related to internet events. For example, a company can see individuals who arrive at its website from a specific URL (e.g., wwwornekwebsitesi.com).
Percentile Slice
Segments created through percentiles can be further refined based on user behaviors and value distributions (e.g., the top 5% of users in terms of activity level). The percentile definition process can also be performed under the “Actions > Percentiles” section. However, we cannot save these segments as part of a specific group.
Viewing and Saving Segmented Data
Under the Technology section, you can view your segment’s data without saving it. Simply clicking the Apply button will allow you to view the data in the charts of the relevant section. Please remember that this action does not record the segment. Under the Demographic Information section, you must first save the segment before viewing its data. The save process can be performed after applying the filter via the Save and/or Save as Different links. Yes, Facebook Analytics data can be segmented into smaller subgroups based on specific strategies using filters, and these subgroups can also be considered as target audiences. This enables us to make our campaigns more effective and/or use customer expectations and requests from analyses as sources for new strategies.