2025’s Facebook Analytics Guide

Introduction to Facebook Analytics

Social media analytics is essential for businesses to interpret and act on digital data. At its core, analytics involves understanding different metrics to make business decisions. 

Facebook previously had a tool called “Facebook Analytics,” but this has since been replaced. Now, Meta, the company that owns Facebook, Instagram, and WhatsApp, offers the Meta Business Suite for a more integrated analytics experience.

In this guide, when we refer to Facebook Analytics, we’re focusing on using the Meta Business Suite to track and measure marketing campaigns on Facebook. 

There are also other Facebook analytics tools available. We’ll introduce these tools so you can see how they might fit your specific social media marketing strategy. 

Then, we’ll cover the key aspects of Facebook analytics for 2025.

Facebook Analytics Tools 2025

While Meta Business Suite Analytics is a powerful tool for tracking and measuring your social media marketing strategy, it’s not the only one out there. 

There are several other tools and resources that can help you make social media marketing easier and more effective, and they can also be used to track and measure your performance on Facebook.

• Best Social Media Management Tools
• Best Social Media Content Distribution Software
• Best AI Tools for Social Media Management
• Arrow.AI Review 
• Best Social Media Analytics Tools Reviewed

These tools can all be used to help you track and measure your performance on Facebook in a variety of ways. 

For example, you can use a social media management tool to schedule and publish posts to your Facebook page, and then use a social media analytics tool to track how those posts are performing. 

You can also use an AI tool to help you automate tasks such as finding relevant content and analyzing your performance.

What Is Facebook Analytics?

As mentioned, Facebook Analytics was a suite of tools that helped businesses track and measure their performance on Facebook. 

It provided insights into how people were interacting with their pages, websites, and ads, so they could make informed decisions about their marketing strategy.

Why Did Facebook Drop Facebook Analytics?

Facebook dropped Facebook Analytics on June 30, 2021 as part of an initiative to consolidate its business tools. 

Meta Business Suite, which was launched in 2020, is now the company’s unified platform for managing and measuring social media marketing campaigns across Facebook, Instagram, and WhatsApp.

What Is Meta Business Suite?

Meta Business Suite is a one-stop shop for managing social media marketing campaigns. It allows businesses to:

• Create and publish content for Facebook and Instagram
• Run ads on Facebook and Instagram
• Manage messages and comments from customers
• Track and measure their performance on Facebook and Instagram

How Is Meta Business Suite Analytics Better Than Facebook Analytics?

Meta Business Suite Analytics is more comprehensive than Facebook Analytics. 

It provides insights into all aspects of a business’s social media marketing performance, including:

• Page Insights: These insights provide information about a page’s performance, such as the number of people who have liked the page, viewed its posts, and clicked on its links.
• Audience Insights: These insights provide information about the people who are interacting with a page, such as their age, gender, location, and interests.
• Ad Insights: These insights provide information about how a business’s ads are performing, such as the number of people who have seen the ads, clicked on them, and converted.
• App Insights: These insights provide information about how people are using a business’s Facebook app, such as the number of people who have installed the app, opened it, and used different features.

Meta Business Suite Analytics also offers several features that were not available in Facebook Analytics, such as:

• The ability to compare performance across multiple pages and accounts
• The ability to create custom reports
• The ability to integrate with other business tools, such as Google Analytics

Overall, Meta Business Suite Analytics is a more powerful and comprehensive tool than Facebook Analytics. 

It provides businesses with everything they need to track and measure their social media marketing performance.

Examples: 

• A clothing boutique can use Meta Business Suite Analytics to track which products are most popular with its audience and to see how its social media marketing campaigns are impacting sales.
• A restaurant can use Meta Business Suite Analytics to track how many people are making reservations through its Facebook page and to see which types of content are most engaging to its audience.
• A software company can use Meta Business Suite Analytics to track how many people are downloading its app from its Facebook page and to see which of the ads are most effective at driving downloads.

If you are a business owner, we encourage you to check out Meta Business Suite. It is a free platform that can help you to track and measure your social media marketing performance and to make better decisions about your marketing strategy.

Facebook Page Insights

Facebook Page Insights is a powerful tool inside the Meta Business Suite that helps businesses track and measure the performance of their Facebook pages. 

It provides insights into how people are interacting with your page, website, and ads, so you can make informed decisions about your marketing strategy.

Key Metrics to Track

Some of the most important metrics to track in Facebook Page Insights include:

• Reach: The number of people who saw any content from your page.
• Impressions: The number of times any content from your page appeared on a person’s screen.
• Engagement: The number of people who interacted with your page in any way, such as by liking, commenting, or sharing your content.
• Page Views: The number of times people visited your page.
• Link Clicks: The number of times people clicked on links in your posts.
• New Likes: The number of new people who liked your page.
• Post Insights: Insights can let you see how individual posts are performing, such as reach, engagement, and clicks.

How to Use Facebook Page Insights to Improve Your Facebook Marketing Strategy

You can use Facebook Page Insights to improve your Facebook marketing strategy in a variety of ways. For example, you can use it to:

• Identify what type of content resonates with your audience. By tracking which posts are getting the most reach and engagement, you can identify the types of content that your audience is most interested in.
• Understand your audience better. Facebook Page Insights provides demographic information about your audience, such as their age, gender, location, and interests. You can use this information to create content and target ads that are more relevant to your audience.
• Measure the effectiveness of your marketing campaigns. By tracking how your metrics change over time, you can measure the effectiveness of your marketing campaigns and make necessary adjustments.

Examples:

Here are a few specific examples of how you can use Facebook Page Insights to improve your Facebook marketing strategy:

• If you see that a particular type of post is getting a lot of reach and engagement, you can create more posts of that type.
• If you notice that your audience is from a particular location, you can create content and target ads that are more relevant to that location.
• If you’re running a Facebook advertising campaign, you can use Facebook Page Insights to track the performance of your ads and make adjustments as needed.

By regularly reviewing your Facebook Page Insights, you can gain valuable insights into your audience and how to improve your Facebook marketing strategy.

Facebook Ad Analytics (Ad Insights)

Another tool inside Meta Business Suite is Facebook Ad Analytics, now called Ad Insights inside the Meta Business Suite. 

It is a powerful tool that helps businesses track and measure the performance of their Facebook ad campaigns. This updated version, “Ad Insights,” now lets you measure your Instagram Ad performance as well.

It provides insights into how people are interacting with your ads, so you can make informed decisions about how to optimize your campaigns.

Key Metrics to Track

Some of the most important metrics to track in Facebook Ad Analytics (Ad Insights) include:

• Impressions: The number of times your ad was shown on a person’s screen.
• Reach: The number of people who saw your ad.
• Frequency: The average number of times a person saw your ad.
• Clicks: The number of times people clicked on your ad.
• Cost per Click (CPC): The average amount you paid for each click on your ad.
• Link Clicks: The number of times people clicked on links in your ad.
• Conversions: The number of people who took a desired action after seeing your ad, such as signing up for your email list or making a purchase.
• Cost per Acquisition (CPA): The average amount you paid for each conversion.

How to Use Facebook Ad Analytics to Optimize Your Facebook Ad Campaigns

You can use Facebook Ad Analytics (Ad Insights) to optimize your Facebook ad campaigns in a variety of ways. For example, you can use it to:

• Identify which ad campaigns and ad sets are performing well. By tracking your ad performance metrics, you can identify which ad campaigns and ad sets are driving the most results and which ones need to be improved.
• Understand your audience better. Facebook Ad Analytics (Ad Insights) provides demographic information about the people who are interacting with your ads. You can use this information to create ads that are more relevant to your target audience.
• Test different ad variations. Facebook Ad Analytics (Ad Insights) allows you to test different ad variations, such as different images, headlines, and body copy. This can help you to identify the ad variations that perform best with your target audience.

Examples:

Here are a few specific examples of how you can use Facebook Ad Analytics (Ad Insights) to optimize your Facebook ad campaigns:

• If you see that a particular ad campaign is not performing well, you can try pausing or deleting it.
• If you see that a particular ad set is not performing well, you can try adjusting the targeting or the budget.
• If you see that a particular ad is not performing well, you can try changing the image, headline, or body copy.

By regularly reviewing your Facebook Ad Analytics (Ad Insights), you can gain valuable insights into how to improve your Facebook advertising campaigns and achieve your social marketing goals.

UTMs for Meta Business Suite Analytics

UTM parameters are shortcodes that can be added to the end of a URL to track the performance of specific marketing campaigns. 

UTM parameters can be used to track the source of traffic, the medium used to drive traffic, the campaign name, and other relevant information.

To use UTM parameters in Meta Business Suite Analytics, you need to add them to the URL of your Facebook ads. You can do this by using the URL Builder tool in Meta Business Suite Ads Manager.

Here are some examples of UTM parameters that you can use:

• utm_source: The source of the traffic, such as “Facebook” or “Google”.
• utm_medium: The medium used to drive traffic, such as “cpc” or “email”.
• utm_campaign: The name of the campaign.
• utm_content: The specific ad or content that drove the traffic.

Once you have added UTM parameters to the URLs of your Facebook ads, you can track their performance in Meta Business Suite Analytics. To do this, go to the “Acquisition” tab and select “All Traffic” then “Sources” then “Social” and finally “Facebook.”

You will see a list of all of the campaigns that are driving traffic to your website from Facebook. You can click on a campaign to see more detailed information, such as the number of clicks, the number of conversions, and the cost per conversion.

Creating UTM Reports

You can also use UTM parameters to create custom reports in Meta Business Suite Analytics. To do this, go to the “Insights” tab and select “Custom Reports.”

Click on the “Create Report” button and select “Website Acquisition” as the report type. Then, select the “UTM Parameters” dimension.

You can select the UTM parameters that you want to include in your report and then click on the “Save” button.

By using UTM parameters, you can track the performance of your Facebook ads in Meta Business Suite Analytics and gain insights into how your campaigns are driving traffic and conversions.

More Facebook Analytics Tools

Inside Meta Business Suite you can access additional Facebook analytics tools to help you make informed decisions. 

Here is a rundown of those tools:

• Facebook Pixel: A code snippet that you add to your website to track visitor behavior and conversions. You can use pixel data to create custom audiences, track the performance of your Facebook ads, and measure the impact of your website on your business goals.
• Facebook Conversions API: A server-side application programming interface (API) that allows you to send conversion data directly from your server to Facebook. This is a more reliable way to track conversions than the pixel, especially if you have a lot of website visitors or if you use complex conversion tracking events.
• Facebook Audience Insights: A tool that provides insights into the demographics, interests, and behaviors of people who are connected to your Facebook page or Instagram account. You can use this information to create more targeted ads and content and to develop better marketing strategies.
• Page Insights: Provides insights into your Facebook page’s performance, including reach, engagement, and audience demographics.
• Instagram Insights: Provides insights into your Instagram account’s performance, including reach, engagement, and audience demographics.
• Reports: Allows you to create and export custom reports of your Facebook and Instagram analytics data.

You can use these tools together to get a complete picture of your Facebook and Instagram marketing performance. 

This information can help you to identify what’s working, what’s not, and make necessary adjustments to your strategy.

Examples:

Here are a few examples of how you can use these tools to improve your Facebook marketing strategy:

• Track Conversions and Create Targeted Ads: Use the Facebook pixel or Conversions API to track conversions on your website, such as purchases, signups, or downloads. Then, use this data to create custom audiences and target them with relevant ads.
• Measure the Effectiveness of Your Ad Campaigns: Use Ads Insights to see how your Facebook and Instagram ads are performing. This information can help you to identify which ads are most effective and which ones need to be improved.
• Learn More About Your Audience: Use Page Insights, Instagram Insights, and Audience Insights to learn more about your target audience. This information can help you to create more relevant content and ads.
• Identify Trends and Patterns: Use Reports to create custom reports of your Facebook and Instagram analytics data. This can help you to identify trends and patterns in your data, which you can use to improve your marketing strategy over time.

By using these tools effectively, you can improve your Facebook marketing results and reach your business goals.

Measuring ROI With Meta Business Suite Analytics

To set up Meta Business Suite Analytics for ROI tracking, you need to:

1. Create a Meta Business Suite account and connect your Facebook pages, Instagram accounts, and other business assets.
2. Create a custom conversion event for each action that you want to track as a conversion, such as signing up for your email list or making a purchase.
3. Install the Meta pixel on your website and track the custom conversion events that you created.
4. Set up conversion tracking in Meta Business Suite Ads Manager.

Key Metrics to Track for ROI

The key metrics to track for ROI when using Meta Business Suite Analytics are:

• Revenue: The total amount of revenue generated from your Facebook marketing campaigns.
• Cost: The total amount of money spent on your Facebook marketing campaigns.
• ROI: The return on investment of your Facebook marketing campaigns.

How to Calculate ROI Using Meta Business Suite Analytics

To calculate ROI using Meta Business Suite Analytics, you can use the following formula:

ROI = (revenue – cost) / cost * 100%

For example, if you generated $1,000 in revenue from your Facebook marketing campaigns and spent $500 on your campaigns, your ROI would be 100%.

ROI = ($1,000 – $500) / $500 * 100% = 100%

How to Use Meta Business Suite Analytics to Improve Your ROI

You can use Meta Business Suite Analytics to improve your ROI:

• Identify which ad campaigns and ad sets are driving the most revenue. By tracking your ad performance metrics, you can identify which ad campaigns and ad sets are driving the most revenue and which ones need to be improved.
• Target your ads to the right audience. Meta Business Suite Analytics provides insights into the demographics, interests, and behaviors of your Facebook audience. You can use this information to create more targeted ads that are more likely to convert.
• Optimize your landing pages. Meta Business Suite Analytics provides insights into how people are interacting with your landing pages. You can use this information to optimize your landing pages for conversions.

By regularly reviewing your Meta Business Suite Analytics data and making necessary adjustments to your marketing campaigns, you can improve your ROI and achieve your marketing goals.

Tips:

Here are a few additional tips for improving your ROI with Meta Business Suite Analytics:

• Use Meta Business Suite Audiences to create custom audiences of people who are most likely to be interested in your products or services.
• Use Meta Business Suite Ads Manager to create targeted ads that are relevant to your custom audiences.
• Use Meta Business Suite Experiments to test different ad variations and see which ones perform best.
• Use Meta Business Suite Analytics to track your ad performance and landing page performance metrics.
• Make adjustments to your ad campaigns and landing pages based on your analytics data.

By following these tips, you can use Meta Business Suite Analytics to improve your ROI and achieve your marketing goals.

Identifying and Targeting Your Ideal Audience With Meta Business Suite Analytics

Meta Business Suite Analytics provides a variety of insights into your audience demographics, interests, and behavior. For example, you can see the following information about your audience:

• Demographics: Age, gender, location, language, education level, income level, job title, and more
• Interests: Pages liked, groups joined, apps used, events attended, and more
• Behaviors: Purchase history, website browsing behavior, and more

To access this information, go to the “Audience” tab in Meta Business Suite Analytics.

How to Create Custom Audiences Based on Your Facebook Analytics Data

Once you have a good understanding of your audience demographics, interests, and behavior, you can create custom audiences to target your Facebook ads and content. 

For example, you could create a custom audience of people who:

• Liked your Facebook page
• Visited your website
• Abandoned their shopping carts
• Purchased a product from you in the past
• Are similar to your best customers

To create a custom audience, go to the “Audiences” tab in Meta Business Suite Ads Manager and click “Create Audience.”

How to Use Custom Audiences to Target Your Facebook Ads and Content

Once you have created custom audiences, you can use them to target your Facebook ads and content. 

For example, you could create an ad campaign that targets people who have visited your website but haven’t made a purchase yet. 

Or, you could create a content calendar that includes posts that are relevant to each of your custom audiences.

To target your ads to a custom audience, go to the “Targeting” section of Meta Business Suite Ads Manager and select the custom audience that you want to target.

To target your content to a custom audience, go to the “Audience” section of Meta Business Suite Post Composer and select the custom audience that you want to target.

Tips:

Here are a few tips for using Meta Business Suite Analytics to identify and target your ideal audience:

• Use a variety of data sources to understand your audience. In addition to Meta Business Suite Analytics, you can also use data from your website analytics, CRM system, and other sources to get a complete picture of your audience.
• Create buyer personas to represent your ideal customers. This will help you to better understand their needs, wants, and pain points.
• Use Meta Business Suite Audiences to create custom audiences based on your buyer personas.
• Regularly review your Meta Business Suite Analytics data to identify trends and patterns in your audience behavior.
• Use your Meta Business Suite Analytics data to make adjustments to your marketing campaigns and content.

By following these tips, you can use Meta Business Suite Analytics to identify and target your ideal audience more effectively.

Tracking Content Performance With Meta Business Suite Analytics

Meta Business Suite Analytics is a powerful tool that can help you track and measure the performance of your Facebook content. 

By tracking key metrics like reach, engagement, and clicks, you can identify your best-performing content and make informed decisions about your content strategy.

How to Track Metrics Like Reach, Engagement, and Clicks for Your Facebook Posts

To track metrics like reach, engagement, and clicks for your Facebook posts, you can use the “Posts” tab in Meta Business Suite Analytics. This tab shows you insights into how your posts are performing, such as:

• Reach: The number of people who saw your post.
• Impressions: The number of times your post was shown on people’s screens.
• Engagement: The number of people who interacted with your post in any way, such as by liking, commenting, or sharing it.
• Clicks: The number of people who clicked on a link in your post.

To see more detailed insights about a specific post, click on the post’s name.

How to Identify Your Best-Performing Facebook Content

To identify your best performing Facebook content, you can sort your posts by reach, engagement, or clicks. You can also use the “Filters” section to filter your posts by date, post type, and more.

Once you have identified your best-performing content, you can analyze it to see what makes it so successful. For example, you can look at the following:

• The Type of Content: Is it a video, image, or text post?
• The Topic of the Content: Is it something that your audience is interested in?
• The Tone of the Content: Is it engaging and informative?
• The Call to Action (CTA): Is it clear what you want your audience to do next?

How to Use Meta Business Suite Analytics to Improve Your Content Strategy

Once you have analyzed your best-performing content, you can use your insights to improve your content strategy. For example, you can:

• Create more content of the same type and on the same topics.
• Experiment with different tones and CTAs.
• Promote your best-performing content on other social media platforms and in your email newsletter.

By regularly reviewing your Meta Business Suite Analytics data and making adjustments to your content strategy, you can improve the performance of your Facebook content and reach your marketing goals.

Here are a few additional tips for using Meta Business Suite Analytics to track content performance and improve your content strategy:

• Use the “Benchmarks” feature to compare your post performance to other pages in your industry.
• Use the “Trends” feature to see how your post performance has changed over time.
• Use the “Breakdowns” feature to see how your post performance varies by demographic, interest, and other factors.
• Use the “Segments” feature to create custom segments of your audience and analyze their post performance.

By following these tips, you can use Meta Business Suite Analytics to get a deeper understanding of your content performance and make informed decisions about your content strategy.

Troubleshooting Facebook Marketing Issues With Meta Business Suite Analytics

If you are having trouble with your Facebook marketing campaigns, Meta Business Suite Analytics can help you identify and diagnose the issue.

How to Identify and Diagnose Facebook Marketing Issues

Meta Business Suite Analytics can be a valuable tool for identifying and diagnosing Facebook marketing issues. 

By tracking key metrics and comparing them to your historical performance and benchmarks, you can identify areas where your campaigns are underperforming.

Here are some specific ways to use Meta Business Suite Analytics to identify and diagnose Facebook marketing issues:

• Track key metrics over time. By tracking key metrics like reach, engagement, clicks, and conversions over time, you can identify trends and patterns in your performance. If you see a sudden decline in any of these metrics, it may be a sign of a problem with your campaigns.
• Compare your performance to benchmarks. Meta Business Suite Analytics allows you to compare your performance to other Pages in your industry. This can help you to identify areas where your campaigns are falling behind.
• Analyze your campaign performance by audience, ad set, and ad. Meta Business Suite Analytics allows you to drill down into your campaign performance by audience, ad set, and ad. This can help you to identify which specific campaigns, ad sets, and ads are underperforming.

Common Facebook Analytics Errors and How to Fix Them

Here are some common Facebook analytics errors and how to fix them:

• Error: Your Facebook pixel is not installed correctly or is not firing.
• Fix: Make sure that your Facebook pixel is installed correctly on your website and that it is firing on all relevant pages.
• Error: You are not tracking the correct conversion events.
• Fix: Make sure that you are tracking the correct conversion events for your campaigns.
• Error: You are not targeting the right audience.
• Fix: Use Meta Business Suite Audience Insights to learn more about your target audience and to create custom audiences to target with your ads.
• Error: Your ad creative is not engaging.
• Fix: Use high-quality images and videos in your ads, and write compelling ad copy.
• Error: Your budget is too low.
• Fix: Increase your budget to reach more people with your ads.

How to Improve Your Overall Facebook Marketing Performance

Once you have identified and diagnosed any Facebook marketing issues using Meta Business Suite Analytics, you can take steps to improve your overall performance.

Here are some tips:

• Make adjustments to your campaigns. Based on your analysis, you can make adjustments to your campaigns, such as changing your targeting, budget, or ad creative.
• Create new campaigns. If you have identified new opportunities to reach your target audience, you can create new campaigns to target them.
• Pause or delete underperforming campaigns. If you have campaigns that are consistently underperforming, you may want to pause or delete them.
• Regularly review your Meta Business Suite Analytics data. It is important to do this regularly to identify any new problems or opportunities.

By using Meta Business Suite Analytics effectively, you can identify and diagnose Facebook marketing issues and improve your overall performance.