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SuiLin is a product manager on Facebook Analytics, where she leverages her experience in analytics, big data, and machine learning to build the future of analytics. 

She has a deep passion for helping people and organizations discover insights and achieve impact faster. Prior to Facebook, she led teams at Dell and EMC with a focus on big data products and initiatives. She has also served as a strategy consultant, where she worked on strategy and operations projects in Asia and Africa. Outside of work, SuiLin is an avid runner and traveler and hopes to combine these interests by running half-marathons in all 7 continents.

Facebook Analytics is a powerful, behavioral analytics tool that enables businesses to measure, understand, and optimize their complete customer journey across devices and channels. 

Over 1 million apps, website, and bots have used Facebook Analytics to gain a deeper understanding of their customers' behavior and demographics to drive growth, engagement, and monetization. Facebook Analytics provides rich audience insights, funnels, segments, retention reports, custom dashboards, automated insights, lookalike audiences, and more.

You can follow her on Twitter: @suilin_yap

She will be live on Aug 8 starting at 930 AM PT for one and a half hours during which she will answer as many questions as possible.

  • SE

    Sean Ellis

    4 months ago #

    Thank you so much for doing this AMA with us Suilin! I'm very excited about the long-term potential for FB Analytics. What are the high level similarities and differences between FB Analytics and Google Analytics today and what do you think they'll be moving forward? Do you think the goals are similar between FB and Google for offering free analytics platforms that add value for companies even if they don't advertise on your platforms?

    • SY

      Suilin Yap

      4 months ago #

      Hi Sean, I'm reading your book and love it!

      Alas I can't comment on other analytics tools, so I'll answer your question with regard to Facebook Analytics.

      At Facebook Analytics, we focus on people and their behavior across devices and channels, rather than just standalone sessions or events. With over 2 billion people in our community, Facebook Analytics provides businesses uniquely rich audience insights in an anonymized and aggregated way even if users don't engage with the businesses via Facebook Login. With a deeper understanding of their users, we hope businesses can tailor their products and marketing to build meaningful connections with users and deliver the best possible experience.

    • SY

      Suilin Yap

      4 months ago #

      We strive to be businesses' growth partner both paid and organic. Through our free analytics platform, we hope we can help democratize analytics and insights among businesses around the world to make smarter decisions and build better products.

  • JE

    John Egan

    4 months ago #

    Can we expect new updates to Facebook Analytics push notifications / in-app messages coming soon? :)

    • SY

      Suilin Yap

      4 months ago #

      Hi John,

      Are there any specific push and in-app notification features you had in mind that would be useful to your business? We're regularly updating and making improvements to the different capabilities available in Facebook Analytics, and often release major updates or features in beta to get them in your hands faster.

      Would love your feedback. Thanks!

  • DH

    Dani Hart

    4 months ago #

    Hi SuiLin - awesome to have you here for an AMA!

    If you could tell everyone getting started with Facebook Analytics 3 things, what would they be and why?

    Also, I'm curious on your take as to why measuring the full customer journey in one place is important.

    Looking forward to learning from your answers.

    Cheers!
    Dani

    • SY

      Suilin Yap

      4 months ago #

      Hi Dani, thanks for your questions!

      Here are the 3 things I recommend when getting started:

      (1) Make sure you're logging the events that are relevant to your business and goals, especially the core user events that help you understand whether your users are getting value out of your product. Facebook Analytics allow up to 1000 events and 25 different parameters per event, so when in doubt I recommend to log the data. E.g., if you're an e-commerce business, make sure you're properly logging events such as view item, add to cart, and purchase. And include parameters with those events so you know what SKU they're looking at, or how much the purchase amount was.

      (2) Check out different reports and insights available in Facebook Analytics e.g.
      (a) 'People Highlights' to get an overview of who your audience is, their demographics, interests, technology usage and purchase behavior.
      (b) 'Active Users', 'Retention' and 'Cohorts' to see how well you're growing, and retaining your users over time
      (c) 'Funnels' to see your conversion rates across steps

      (3) Experiment further by using our segment builder and breakdowns section to slice and dice your data. One helpful way is starting with a list of questions you want to answer about your business to focus your exploration. E.g. "Who are my most valuable customers?", "How many users are still around 2 weeks after they first use it?", or "What percentage of visitors complete the registration flow on my website versus on my app?". Answering your initial questions will help you identify more specific questions to drill down and discover new insights you can use to grow and optimize your business.

      5 Share
      • SY

        Suilin Yap

        4 months ago #

        Quick clarification: we support 1000 different types of events and unlimited amount of events that you can log on an ongoing basis

    • SY

      Suilin Yap

      4 months ago #

      On your 2nd question, research has shown that people are no longer interacting with businesses on one device or on one channel. Instead, they're switching between devices as they learn about and purchase items, and using multiple channels on each of those devices. E.g. they might visit your Facebook Page after seeing a recent post in their Newsfeed, visit your mobile website from their phone, chat with a customer service rep using a Messenger bot to get their questions answered, and then finally purchase an item in your physical store.

      5 Share
    • SY

      Suilin Yap

      4 months ago #

      Hence it's critical to understand and measure what's happening across those different touchpoints. The risk of viewing your data in silos by channel is that you could draw incorrect insights about your business e.g. overcounting the number of users you have, the value of a channel, and retention if users switch between devices and channels.

      We're building Facebook Analytics from the ground up to tackle exactly this critical, growing need to understand your complete customer journey across channels, so that you can take advantage of every touchpoint to engage and personalize your users' experience with your business.

  • AA

    Anuj Adhiya

    4 months ago #

    Hi Suilin - so cool to finally have you on!
    I'd be interested to understand more about your take on behavioral analytics.
    What is the true test that you truly understand how people behave on your site?
    How much of this is (or generally is) quantitative vs qualitative?

    • SY

      Suilin Yap

      4 months ago #

      Hi Anuj, it's great to be here!

      We've found that behavioral analytics is a combination and iteration between quantitative analysis and qualitative research. Frequently, quantitative analysis answers the "what" while qualitative research answers the "why". However you can sometimes get hints on the 'why' by logging granular data. We often start with quantitative analysis to hone in on specific areas to dig into the "why".

      Understanding how people behave on our sites is a continuous process since user behavior and needs are constantly evolving. I've often find myself humbled, hence check our key metrics and dashboards daily -- of course, in Facebook Analytics :) -- to ensure we are on top of user behavior changes. Observing how customers use our product is also a fantastic source of inspiration.

  • JP

    John Phamvan

    4 months ago #

    Hi Suilin,
    Can you talk about some product/behavior insights you have discovered as part of your role at FB or even before?
    How did you come across these insights?
    What analyses did you perform to arrive at it?
    Did you have to use any specific tools to be able to do this?

  • GH

    Glen Harper

    4 months ago #

    Thank you for joining us today, Suilin.

    This has been asked of other AMA hosts as well but I think it's a good question to ask you as well to get more perspective.
    How much analysis for any experiment is enough? When do you know that you should stop?

  • TN

    Tri Nguyen

    4 months ago #

    Hi Suilin

    Can you share a growth experiment that was a really big win for you (at FB or elsewhere)?

    • SY

      Suilin Yap

      4 months ago #

      Hi Tri,

      One of my favorite growth experiments at FB is how we crowdsourced translations from our community such that we now support more than 100 languages!

      • AA

        Anuj Adhiya

        4 months ago #

        I remember this one - this was truly great.
        Can you share anything about:
        a. How did you nudge the first users to start doing this?
        b. What tipped it to getting really large numbers to participate?

  • MD

    Mark Anthony de Jesus

    4 months ago #

    What do you think makes a good data analyst? What skills should they have?
    For anyone starting out as one or with beginner skills, what path would you recommend for them to up their game?

  • JF

    Javier Feldman

    4 months ago #

    Do you have any favorite analyses that are relatively easy to do but can pay big dividends?

    • SY

      Suilin Yap

      4 months ago #

      Hi Javier! I like to look at the distribution of our data e.g. what different percentile of users are doing versus the average user.

      1) It's a good sense check of whether the data accurate.

      2) 'Double-clicking' into the extremes on the low and high ends as well as outliers frequently offer early hypotheses about how we can turn casual users to power users.

      3 Share
  • JE

    John Egan

    4 months ago #

    Thanks for joining us today! On a few mobile apps I develop, we collect the user data on Facebook Analytics and Google Analytics (Firebase), I've noticed a few discrepancies between the number of active users of Facebook Analytics vs GA (typically Facebook reports a much higher number of active users than GA).

    Can you explain why there would be a difference in the number of active users?

    • SY

      Suilin Yap

      4 months ago #

      Hi John - Thank you for using Facebook Analytics!

      Some reasons why you might see discrepancies between your numbers on Facebook Analytics and other tools:
      (1) how you're logging events
      - some businesses log events with both the Facebook SDK as well as other tools, such as Mobile Measurement Partners, for example. This can result in duplicate events being logged, bumping up the active user number.

      (2) how Facebook Analytics counts active users versus how other tools count active users.
      - Since Facebook Analytics focuses on people-based analytics, rather than standalone sessions or events, Facebook Analytics provides a more accurate count by unifying activity from the same person across devices and channels. Other tools would count activity from the same person across channels as multiple different people since they're counting each activity as a different user, rather than deduping and tying it back to one person.

      I'm guessing (1) is most likely the issue since you mentioned seeing higher numbers on Facebook.

      Please reach out to me on Facebook, or let me know how best to contact you. We can dig into your specific situation in more depth!

  • SY

    Suilin Yap

    4 months ago #

    Hello everyone, I'm excited to be here! I'm drafting responses to your questions. Lots of great questions. Keep them coming :)

    • SY

      Suilin Yap

      4 months ago #

      Thank you for your questions today. It was fun interacting with all of you. I answered as many questions as I could within my time constraints. If time permits, I'll respond to the remaining questions as well at a later time.

      Please feel free to reach out to me if you have further questions and feedback on Facebook Analytics. Many thanks again!

  • MA

    Mélanie Almeida

    4 months ago #

    Hi Suilin,
    Nice to have you here.

    What are common mistakes to avoid with Facebook Analytics ?

    Can you share with us upcoming updates/projects for Facebook Analytics ?

    Thank you

    • SY

      Suilin Yap

      4 months ago #

      There are so many recent and upcoming features for Facebook Analytics that I'm personally really excited about. I'll highlight 2 here:

      1. Automated insights in beta at this year's F8 conference.
      - Automated insights uses machine learning to surface the most valuable insights to you automatically. Personally I've spent a fair share of my time writing queries, slicing and dicing data. We hope this feature will be a huge time saver for businesses where we accelerate time to insight and impact.

      2. Omni-channel analytics support for Messenger
      - Businesses can get more insight into what's happening in their Messenger conversations with potential customers, and understand how Messenger interactions impact people's activity on their website and/or app by stitching all of this behavior together.

    • SY

      Suilin Yap

      4 months ago #

      Great question, Melanie!

      A common mistake to avoid is only scratching the surface of Facebook Analytics insights in our pre-built reports, segments, cohorts, funnels as well as default settings.

      Here's a fun and actionable analysis you can try
      (1) create and save a segment of your top 10% of most valuable customers (by purchases or usage) for the last 90 days

      (2) analyze their behavior and see how it compares against your overall usage

      (3) define a lookalike audience to acquire similar customers

      (4) track this segment through custom dashboards to see if lifetime value and retention is increasing across cohorts

      Please try it out and let me know how it goes. Happy to help along the way too!

  • SL

    Sean Lau

    4 months ago #

    Hi Suilin,
    Great to have you here.

    How do Facebook and instagram decide how many ads to show so that the ads won't impact user experience (a.k.a so that they don't feel it's too commercial)?
    What metrics do FB and instagram monitor on a daily basis to ensure the products' performance?

    Thank you in advance,
    Sean

  • AL

    Arsene Lavaux

    4 months ago #

    Bonjour Suilin- Thanks for doing this AMA.

    There clearly is a shift towards cross-platform customer journeys with mobile and conversational bots gaining steam.
    How do you envision that journey to evolve over time?
    Would you share any messenger chatbot experiences you enjoy with us?

    Merci!

  • DO

    Danielle Olivas

    4 months ago #

    What's FB Analytics' biggest growth challenge(s) at the moment and why? Can you share anything about how you're thinking about tackling it/them?

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