Facebook algorithm has access to highly enriched and real time user generated data for more than 14% of the world’s population through Facebook’s ecosystem (Instagram, Whatsapp, FB, Messenger, FB Pixels, FB SDK). Such high volume of data enables its algorithms to constantly learn and improve.
I might not be wrong in saying that FB’s algorithms are stronger than Google when it comes to delivering the right message at the right time to the right people. Google has access to a lot of data about customers through presence of their various tools in our daily lives like:
- web analytics tools (Google Analytics and Google Tag Manager) which are present on majority of the websites in the world – it captures our life across the internet continuum
- Search (Google search) – it captures our life across the need (content, product, service) continuum
- Maps (Google Maps) – it captures our life across the space continuum
- Chrome browser which is the primary browser for most of us in the world
- Email (Gmail) which is used by a lot of people in the world
- Mobile operating system (Android) used by 80% of all mobile users
- Suite of advertiser tools and publisher ad revenue monetization tools, it lacks in access to real time user generated updates. This is a key/critical
However, unlike Facebook, it still lacks access to user generated content which over a period of time define our evolution as a person. Access to user generated content for purposes of targeting can really help an advertiser drive the right message at the right time to the right customer.
Access to enriched and continuous real time data makes Facebook Algorithm one of the strongest in the world. The best way to illustrate the amount of data Facebook has access, is via a screenshot of the categories of data that Facebook has access to. Red tick indicates user generated real time data. Blue tick indicates inferences that Facebook makes based on some behavior they observe.
To put it in perspective, Facebook has access to 22 categories of user generated real time data. WOW!
Facebook’s algorithm uses these data points per customer and translates them into targeting criteria like demographics, interests to enable advertisers to use highly specific targeting criteria to drive their ROAS. You can see all these targeting criteria in the Facebook Audience Insights Tool. It will show you the audience size based on the targeting criteria you choose.
Facebook has been releasing a lot of great tool thanks to all the outcry that has happened over the last 2 years post Cambridge Analytica scandal. I am happy because it has made Facebook create and release some tools that advertisers can leverage to get smarter.
You might also be interesting seeing your off-facebook activity. This will give you an idea of all the websites that share data with Facebook.