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How well is your bot doing?

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Tools to measure your Messenger bot analytics & performance

Measuring the performance of a bot is critical to understand what is and is not working, and how you can best serve your customers and achieve your business goals. This post reviews the top ways to measure the performance of your bot, like how many new users have interacted with your bot, or the number of blocked conversations your bot has received, and more. These performance indicators will enable you to grow your audience and provide a good feedback loop.

In this post we deep-dive on all the insights and metrics you can gather from your Page, Facebook Analytics, rating, and reviews once your bot is live and in production.

The Insights > Messages tab of the Page attached to your Facebook App gives a brief overview of messaging interactions people have had with your bot. This is a good spot to check your spam and block rates. Keep them low by focusing on a good user experience! You don’t need to do any set up to access these insights: once your bot is live and your page has had more than 100 likes, you’ll access the following five groups of metrics:

  • Active conversations: The number of conversations between your Page and people on Messenger.
  • Your responsiveness: The percentage of messages that you’ve answered and your average response time.
  • Deleted conversations: The number of conversations with your Page that people deleted.
  • Marked as spam: The number of conversations from your Page that were marked as spam.
  • Blocked conversations: The number and percentage of conversations from your Page that have been blocked.

Exporting the data

App admins can download this data as a CSV for analysis from the App Dashboard > Messenger > App Analytics. You can also use the Messaging Insights API to programmatically retrieve this information.

Dashboard example

Below is an example of what an analytics dashboard might look like. As you might expect, the numbers with green percentage rates are positive, and those with red need improvement. The steps you should take to improve the metric are typically indicated by the metric. For example, if your responsiveness is low, then initiate a new response policy by bringing more people onto your support team, or automating responses to tell people when to expect a follow up reply.

Access Page Insights for deeper analysis with 3rd party tools

If you are interested in deeper analysis, you can pull this data into a 3rd party or custom data analysis / storage tool. You can also access the same metrics found in page insights from the /insights API endpoint.

You can select the metrics you’re interested in by adding them as a comma separated list to the metric parameter. For example, to return page_total_messaging_connections use the following request:

curl -i -X GET "https://graph.facebook.com/v3.0/<PAGE_ID>/insights/?metric=page_total_messaging_connections&access_token=<PAGE_ACCESS_TOKEN>"

Which returns data like the following:

"data": [
{
"name": "page_total_messaging_connections",
"period": "day",
"values": [
{
"value": "200",
"end_time": "<UTC_TIMESTAMP>"
}
}
]

To limit the data returned, add since and until parameters with Unix timestamps.

curl -i -X GET "https://graph.facebook.com/v3.0/me/insights/?metric=page_messages_reported_conversations_by_report_type_unique&since=1521072000&until=1523880268&access_token=<PAGE_ACCESS_TOKEN>"

Facebook Analytics is a powerful tool for developers to understand their audiences better. It provides detailed aggregated and anonymized demographic data that users have opted to share, plus actions and events they took with your bot. These include pre-defined and custom events you can add to track user workflows relevant to your bot. Pre-defined events include events such as:

  • Someone adding (installing) your bot.
  • Conversation deleted.
  • A message sent to the bot.

There are a lot of sections, which varies based on how you have set your bot up, but let’s step through a couple of the most valuable.

Overview and Dashboards

When you first open Facebook Analytics, you will see an overview of data that you can filter by dates and segments. To create your own summaries of data, add a ‘Dashboard’ under the Dashboards menu item. From the new Dashboard, create a Dashboard with events, segments, and a date range to represent the metric. You can also use the Dashboard to display goals based on metrics and how close you are to meeting them.

For example, the Dashboard below shows a chart summarizing the activity of all female users of a bot.

Segments

Think of segments as queries of your data that allow you to filter by a series of properties based on what the analytics platform has already collected. For example, the segment below filters the data of European countries (collected so far) to show you data from the date range that would help you figure out if it’s worth targeting new regions with localized offers.

Activity

The activity sub-section contains a series of pre-defined summaries of user demographics and events, all of which you can filter with segments, time ranges, and other values relevant to each summary. You can also pin charts under each sub-section to dashboards.

Some of these sub-sections require further configuration to suit your use cases:

Funnels define a series of steps, and timelines between those steps, you would like users to follow. Clicking the funnel shows a summary of your current success rates in that scenarios. The image below shows the conversion rate and average amount of time it took from installing a bot to making a purchase.

Cohorts track the behavior of demographic groups over time and the patterns between them.

For example, the image below shows how long users take their second action after their first. For example, you can track how long it takes from people between signing up with your bot and starting a purchase process.

You can use breakdowns to create pivot tables of data based on up to three parameters. For example, the ages of users and what platform they install the Messenger bot in, again useful to know if it’s worth creating targeted offers.

Custom events

The analytics pre-defined events cover many eventualities, and depending on your business model and App setup, you might need custom events to track specific actions. Creating a custom event depends on the platform you are targeting, but for example, here’s how you create a custom event for bots running on the web that generates a custom event when a user clicks a custom button in a webview.

function onCustomButtonClick() {
FB.AppEvents.logEvent("custom_button_click");
}

You can also trigger pre-defined events in your code, and pass parameters with certain events. For example, to trigger an ADDED_TO_CART event:

function logAddedToCartEvent(contentData, contentId, contentType, currency, price) {
var params = {};
params[FB.AppEvents.ParameterNames.CONTENT] = contentData;
params[FB.AppEvents.ParameterNames.CONTENT_ID] = contentId;
params[FB.AppEvents.ParameterNames.CONTENT_TYPE] = contentType;
params[FB.AppEvents.ParameterNames.CURRENCY] = currency;
FB.AppEvents.logEvent(FB.AppEvents.EventNames.ADDED_TO_CART, price, params);
}

People

The people sub-section provides a summary of aggregated and anonymized demographics for the people using your bot and the devices they use.

Push campaigns

This subsection shows the performance of any current or historical push notification campaigns.

Facebook Platform

This sub-section summarizes how people using your bot have interacted with other aspects of the Facebook Platform. Relevant to Messenger bots, this includes referrals. Referrals are the number of users who found your bot from shared links and campaigns on Facebook.

Reviews of your bot (or page) provide you with a broad view of people’s opinion on your business or brand. People can leave ratings of up to 5 stars and free form feedback.

You can find the feedback and ratings left for your bot under the Products > Messenger > Bot Ratings tab of your bot’s dashboard. You can find the same data in the Messenger Reviews tab of the Page settings attached to the bot, and they are emailed to you daily.

You can’t reply to these reviews, but as they are one of the first metrics people see when deciding whether to use your bot, you should use them for overall guidance on how to improve your bot experience and encourage happy customers to add positive reviews.

There are many ways you can track, analyze, and interact with your bot’s data. From custom events and segments to combining your Facebook Analytics with other sources of data to make high-level, data-informed decisions. Monitoring the performance of you bot helps you iterate and improve not only the infrastructure and UX of your bot, but also your audience’s experience.

Messenger Developer Blog

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Youth apologises to parents on Facebook for ’embarrassing them’, hangs himself to death

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Youth apologises to parents on <b>Facebook</b> for 'embarrassing them', hangs himself to death thumbnail

The deceased was identified as Sumit Pardhe (Representative Image).

The deceased was identified as Sumit Pardhe (Representative Image).&nbsp | &nbspPhoto Credit:&nbspiStock Images

Key Highlights

  • A 24-year-old youth in Aurangabad allegedly hanged himself to death on Friday
  • The youth took the drastic after apologising to his parents on a Facebook Live

Aurangabad: A 24-year-old youth from Aurangabad, Maharashtra, allegedly ended his own life after apologising to his parents for “embarrassing them”. The youth went live on social media platform Facebook before taking the drastic step and apologised to his parents. 

The deceased was identified as Sumit Pardhe. Pardhe was found hanging from a tree in Paradh, Jalna on Friday morning. He was a resident of Hatti, Sillod tehsil of Aurangabad. 

‘The family is in shock and they are not in a position to speak’

Abhijit More, Paradh police station inspector said that the circumstances that prompted Pardhe to take the drastic step have not been ascertained yet. He added, “The family is in shock and they are not in a position to speak. “

The youth had gone to stay at his aunt’s home. On Friday morning, he left the house to go to a neighbouring farm where he allegedly hanged himself to death. Some of the locals saw the body and informed the police. The youth was taken to a nearby hospital where he was declared brought dead, The Times of India reported. 

Youth apologised for going against parents’ wishes 

The youth had completed his masters in science and used to play volleyball. During the Facebook Live session, the youth apologised to his parents for embarrassing them. He said that his parents had to apologise publicly because of him. The youth also said that his decision of going against his parents’ wishes caused all the problems for his family. 

Reportedly, the youth was disturbed over an incident that took place around three days before he took the extreme step. Efforts are underway to unearth the details of the incident. A case of accidental death was registered by the police. 


 

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Israel, Arabs and Jews: Was Facebook objective? – Analysis

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Last week, readers contacted The Jerusalem Post to suggest that we investigate claims that Facebook and Instagram were maliciously biasing the social media war against Israel, guided by powerful figures inside the company.

According to the claim, people pressing “report post” on blatantly antisemitic or anti-Israel content, or posts with false information about the recent military campaign, were told that the post “doesn’t violate our community guidelines.”

Reporters investigated a particular Instagram employee, a Muslim woman who has posted several pro-Palestinian images on her personal Instagram account, who activists said is one of the people who decide what is and isn’t in line with the social media giant’s community guidelines. “If the heads of these companies support these views themselves, why is it even surprising that no one sees our side?” one Jewish activist asked.

After investigating the matter further and speaking with a number of Facebook executives, the Post concluded that the accusation wasn’t strong enough to pursue. But an article published last week in Buzzfeed News made a similar accusation- from the Arab side.

According to the article, “Facebook is losing trust among Arab users,” because during the ongoing Palestinian-Israeli conflict, “censorship – either perceived or documented – had made Arab and Muslim users skeptical of the platform.” The article went on to list the same claims the Jewish activists had made, that their posts were being censored while the other side’s were not, and that powerful people inside the Facebook organization were making deliberately biased calls about what meets the company’s community standards and what does not.

The article quoted heavily from The Jerusalem Post’s September 2020 profile of Jordana Cutler, Facebook’s Head of Policy for Israel and the Jewish Diaspora, who was named one of the year’s most influential Jews. The article saw proof of Facebook’s pro-Israel bias in Cutler’s statements like “My job is to represent Facebook to Israel, and represent Israel to Facebook.” Facebook’s former head of policy for the Middle East and North Africa region, Ashraf Zeitoon, was quoted as saying he was “shocked” after seeing that interview.

Zeitoon, who left Facebook in 2017, shouldn’t have been so shocked though. Facebook maintains public policy teams in every country it works in, tasked with interfacing between the needs of the social media company and the legal and diplomatic needs of the local government.

“Jordana’s role, and the role of our public policy team around the world, is to help make sure local governments, regulators and civil society understand Facebook’s policies, and that we at Facebook understand the context of the countries where we operate. Jordana is part of a global policy team, and to suggest that her role is any kind of conflict of interest is entirely inaccurate and inflammatory,” a Facebook spokesperson said.

Israel, like other countries, expects Facebook to remove content that violates local laws, even if it meets Facebook’s own criteria. On that matter, Israel’s intervention during the Guardian of the Walls military campaign was relatively limited. Data from the cyber department of Israel’s Attorney-General shows that from May 8-26, Israeli officials made 608 requests from Facebook to remove posts, with 54% accepted. On Instagram, there were 190 official requests for removal, with a 46% acceptance rate.

The number of Israelis reporting hate speech and incitement through the platform seemingly had a far greater impact. According to Buzzfeed News, Israel, with 5.8 million Facebook users, reported to Facebook 550,000 posts violating policies for violence and hate speech and 155,000 posts for terrorist content during one week of fighting. During the period, Israelis reported 10 times more terrorism violations and eight times more hate violations compared to Palestinian users, Buzzfeed said, citing a company employee.

Zeitoon, in a different interview given to CBS News, attributed that gap to Israel’s organizational superiority. “Israel has hacked the system and knows how to pressure Facebook to take stuff down,” he was quoted as saying. “Palestinians don’t have the capacity, experience and resources to report hate speech by Israeli citizens in Hebrew.”

Others, however, note another difference: Hamas is recognized by many governments as a terrorist organization, and Palestinians posted in far greater number than Israelis direct calls for violence, hate speech, and content glorifying terrorism. Ignoring that aspect of the “Palestinian voice” that those like Zeitoon say is being suppressed is irresponsible and dangerous, they claim.

Israel is justifiably quite concerned about the clear and present dangers posed by social media. Reports in the Hebrew press suggest that Prime Minister Benjamin Netanyahu even proposed blocking social media sites completely in Israel as the recent conflict began, in hopes of quelling incitement. Many have referred to the recent uptick in violence as the TikTok Intifada, a reference to the video-sharing social media network that is particularly popular among a younger demographic, and is widely seen as the source of some of the most intense incitement activity against Israel.

Facebook, as well as TikTok, categorically asserts that its automated content removal tools and human content moderators show no systemic bias toward any political cause or movement.

On that post by the Israeli activist mentioned above, Facebook Israel communications manager Maayan Sarig responded sharply. “We take criticism very seriously, but false claims against specific employees are not acceptable. Our policies are conducted globally in accordance with our community rules and there is no content that is independently approved or removed by individuals. So let’s try to avoid conspiracy theories.” That sort of statement is echoed throughout the company’s internal and external communications.

TikTok likewise has told the Post that “Safety is our top priority and we do not tolerate violence, hate speech or hateful behavior.”

It is not surprising that people on both sides of the conflict accuse social platforms of being biased against their cause. But, as is often the case online, the nuances easily get drowned out by strong emotions.

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Facebook & Instagram will now allow all users to hide their like counts

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<b>Facebook</b> & Instagram will now allow all users to hide their like counts thumbnail

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Facebook and Instagram are giving more control to users over their content, feed and privacy. 

This week they announced new tools such as a Feed Filter Bar, Favourite Feed and Choose Who Can Comment, which aim to give people more ways to control what they see on their news feeds.

Facebook has been working on another new tool that allows users to filter offensive content from their DMS, and they have been testing hiding like counts over the past months. 

The hiding like counts tool is “beneficial for some and annoying to others”, says Facebook.

They added, “We’re giving you the option to hide like counts on all posts in your feed. You’ll also have the option to hide like counts on your own posts, so others can’t see how many likes your posts get. This way, if you like, you can focus on the photos and videos being shared, instead of how many likes posts get.”

According to Facebook, “changing the way people view like counts is a big shift.” 

(Image Credit: www.thoughtcatalog.com with an active link required)

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