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Frequently asked questions about Profiler

We collected the frequently asked questions from our users and answer them as clear as possible in our FAQ.

The first level of permission is very basic and serves the purpose of identifying you. We only ask you your Public profile and your email address for this specific purpose. It’s the same as a classic name and email login but directly from your Facebook account. With these permissions, you are able to discover the 5 demo studies and their personas. It gives you a quick glimpse of the different widgets and features of our tool. Social Karma takes your privacy extremely seriously and we will of course never resell or reuse these data beyond the scope of Social Karma. For more information please refer to our Privacy Policy.
The second level of permission is more important as we ask you to "manage your ads, access your Page and App insights and access your Facebook ads and related stats”. This is mandatory for us to ask, since it allows you to launch a free study. Profiler leverages the Facebook Ads API and therefore requires access to your Ads insights and ability to create Audiences. We will never use this data to change anything on your Facebook account and these permissions are only asked so you can launch a study. Social Karma takes your privacy extremely seriously and we will of course never resell or reuse these data beyond the scope of Social Karma. For more information please refer to our Privacy Policy.
On your Facebook Business Manager, select the page “Audience”. It should look like this: Make sure that you are using the company FB account or the account that is linked to your business. Now, let’s create the Target and Reference audience!

Select Create Audience > Custom Audience > Customer File

  • Email addresses
  • Phone numbers

When should it be used? When the audience you want to analyze is a file containing your customers. We advise you to have a customer list of at least 2000 people before using this option (if you have a list of less than 2000 people, go to "How to use lookalike audience").

You can’t use a Custom Audience directly after connecting to Profiler. You must first create the Custom Audience, then include it into a Saved Audience (Select Create Audience > Saved Audience).

Detailed how-to: https://www.facebook.com/business/help/170456843145568

Select Create Audience > Custom Audience > Website Traffic

  • All visitors
  • Visitors of a specific page/section

Before doing so, you will need to implement a pixel on your website (retargeting pixel). If you don't know how to add a pixel to your website, have a look at this page: https://www.facebook.com/business/help/952192354843755.

When should it be used? Choose this option if you want to analyze all the people that visited your website or a specific page on your website.

Detailed how-to: https://www.facebook.com/business/help/1474662202748341?helpref=related&ref=related.

You can’t use a Custom Audience directly. You must first create the Custom Audience, then include it into a Saved Audience (Select Create Audience > Saved Audience).

Select Create Audience > Saved Audience > Connections: Facebook Pages or Events

  • Your Facebook Fans
  • People that attended one of your events

When should it be used? Choose this option if you want to analyze your Facebook fans or the people that are interested in your event or attended your event.

To perform these actions, you need to be admin of the Facebook page.

Select Create Audience > Saved Audience

  • Analyse any group based on Age, Location an Interests

    Ex: people between 18 and 25 years old, living in the UK and interested in Coca-Cola.

  • People interested in your competitors

When should it be used? When you want to create your own audience based on different filters. This option allows you to filter through all the Facebook users to achieve your desired audience. The different filters are: Demographic (age, location, gender, job,…), Behaviour (travelers, mobile devices,…) and Interests (extreme sports, Cristiano Ronaldo, Instagram, H&M,…). You have the ability to combine different filters together and even narrow or extend your audience by excluding and including demographics, behaviours and interests.

Detailed how-to: https://www.facebook.com/business/help/182371508761821.

Reference Audiences are always created with this option. Because it allows you to create a big group of people that also consists of Target Audience.

Select Create Audience > Lookalike Audience

When should it be used? Choose this option when you have a smaller client list (<2000) and you want to analyze this list. A lookalike audience is then made by Facebook by using a combination of interests and demographics that was detected in your small client base. It then creates a bigger audience that you can analyze, which is similar to your existing clients.

You first need to import the customer list with the Customer audience option (see Your Customers).

Tip! You can filter this database even more (based on gender, age, locations,...) in select Saved Audience and by adding your custom audience.

Whenever you conduct a market research or a quantitative study, it is important to compare your target audience with another group, also known as control group. This control group (aka. reference group) has to be larger and must contain your target audience, which allows us to compare both results and make sense of the data retrieved.

A simple example: You own a company and you want to analyze your customers in France. So you take your own French customers as target audience and select the French population as your reference audience. The study shows that 34% of your customers show an interest for basketball, therefore you might jump to conclusion that this is very interesting. However, if we look at the reference audience we can see that 41% of the French population also shows an interest for basketball. Suddenly basketball is much less interesting because your customers are less interested in this sport compared to the French population.

You can make your reference audience with the saved audience option. For more information, go to "How to analyze any group based on filters?"

The View Details section allows you to personalize the Data retrieved for your audience. You are able to modify the Localized data (Local Press, TV, Radio, People..) gathered for you report but also specify the Countries, Regions and Cities.
A criteria represents any demographics, behaviours or interests available. A criteria could be BMW, Tennis or Gastronomy but also Rihanna, Iphone or even an age range. Actually almost every term that you can think of is a criteria. However some are not yet added by Facebook, especially for brands when they are not big enough on Facebook.
A custom sheet is a set of new criteria created by the user. The user can create multiple sheets for one study.

Your Target Audience: Symbol used: Color used:

Logo profiler

And compared it to: Symbol used: Color used:

Example

15.8% of the people in your Target audience show an active interest in Ice Hockey.

9.1% of the people in your Reference audience show an active interest in Ice Hockey.

The ranking is automatically based on the Affinity (similar to an index). This is an absolute number that allows us to rank the different insights.

Example: if you have 30% of your customer active on Instagram, you might think this is a lot. But we always compare this to a reference audience. Because, for example, if 70% of your reference audience is active on Instagram, your 30% suddenly became less interesting.

The Affinity allows us to detect the most interesting finding of you target audience and allows us to rank the different insights.

To make it easily readable for you, we translated the absolute number into 7 different symbols. Green means that the insight is overrepresenting compared to your reference. Red means that the insight is underrepresenting compared to your reference.

= between -3 and 3

= between 3 and 7

= between -3 and -7

= between 7 and 20

= between -7 and -20

= higher than 20

= lower than -20

Example

Country music is ranked the highest and this music type could be used to attract your audience.

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