The Use of Analytics in Facebook and Google Companies (Coursework Sample)

The Use of Analytics in Facebook and Google CompaniesName:Course:Department:Instructor:Due Date: The Use of Analytics in Facebook and Google Companies Different companies use varying analytical tools for various reasons. Analytical tools contribute to the success of a company. This paper aims to compare and contrast the analytical approaches used by Facebook and Google companies. Facebook, a social media company, mainly uses various analytical tools for monitoring performance and marketing purposes. The tools enable users to look into ads' performance, audience demographics, engagement rate, and posts' performance. Facebook offers both free and paid versions to users. The company uses analytic tools and approaches such as the Sprout Social tool, Meta Business Suite tool, Facebook Ads Manager, Facebook Insight tools, and SocialPilot tool, among others (West, 2022). Google is an internet search company that usually uses different analytic tools for analysis and web traffic monitoring. The company offers a free version of Google's analytic tools. The tools can track the addresses of specific website visitors, the number of visits to specific websites in a specific timeframe, and the amount of time the website visitors spend. Google uses analytical tools and approaches like the Real-Time Reporting Tool, Mobile Traffic Behavior Tool, Google Tag Assistant, and Audience Location Tool (Tawde, 2019). Similarities Both Facebook and Google's analytical tools can track the specific locations of audiences. Facebook uses Ads Manager, while Google uses Audience Location for tracking purposes. The companies enable the use of different analytical tools to analyze and monitor the performance of various services and products as they reach audiences. Both companies' analytical tools allow users to track the number of engagements among their target audiences. The two companies can record users' activities using various analytical tools. They also offer users free or paid versions of their analytical tools (Tawde, 2019; West, 2022). Differences Facebook uses some of its analytical tools for marketing purposes, but Google does not use them for marketing reasons. Facebook's approaches have tagging capabilities that are lacking in Google's. Facebook's analytical tools enable users to use a hashtag and sharing features, but Google does not have such features. Google's analytical tools can track the specific time an audience spends on a website, while Facebook's tools lack this capacity. Google can record how its audiences scroll through different web pages and navigate different web pages of a website, but Facebook does not have this capacity. Compared to Facebook, Google has more debugging tools for checking errors and functionality in its features (Tawde, 2019; West, 2022). The success of the approaches From a business standpoint, the analytical approaches used by Google are l...