Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Facebook Analytics: How to track and analyze your data; What matters & Why it matters

  • Login to see the comments

Facebook Analytics: How to track and analyze your data; What matters & Why it matters

  1. 1. Facebook Analytics<br />How to track and analyze your data; What matters & why it matters<br />Adam Covati<br />Founder, CTO ArgyleSocial<br />@covati<br />
  2. 2. Adam @Covati<br />ArgyleSocial<br />Enterprise, Email &Social Media Marketing<br />
  3. 3. You have a page, now what?<br />Let’s Get Measuring<br />
  4. 4. Measure what?<br />What the heck are we doing?<br />Are we measuring or analyzing?<br />
  5. 5. Data points are pointless<br />Data isn’t as important as information<br />Your data needs to tell a story<br />What story do you want to tell?<br />
  6. 6. Is Facebook ‘working’ for me?<br />Define ‘working’<br />Lots of fans<br />Active community<br />Driving traffic<br />Buying / Converting<br />We measure to prove a point<br />
  7. 7. What data can we use?<br />Facebook Insights<br />Interaction data<br />Demographic data<br />Web Analytics<br />Third party sources<br />Click tracking<br />Collateral Metrics<br />
  8. 8. Let’s work throughsome examples<br />
  9. 9. Growing your likes/fans<br />
  10. 10. Hides … who knew?<br />Not available in Facebook Insights<br />You can see it if you post via your own app<br />
  11. 11. Building an Active Community<br />
  12. 12. Driving More Traffic<br />Web Analytics<br />Referrers are your friends<br />Third Party Sources<br />Youtube<br />Click tracking tools<br />
  13. 13. Referral Traffic<br />Blue = Facebook<br />Orange = ????<br />Typey, typey<br />Mobile Apps<br />Tweetdeck, etc<br />Use URL Parameters<br />URL parameters allow you to truly know what Facebook is doing for you:<br />e.g. http://argylesocial.com?utm_source=facebook&utm_campaign=contest_23<br />
  14. 14. Insights on your website<br />Track social plugins: FB Website Insights<br />
  15. 15. Third Party Sources<br />Collateral Inferred Traffic<br />Youtube views<br />Landing pages just for FB links<br />Click/Traffic Tracking tools<br />ar.gy, bit.ly, ow.ly<br />
  16. 16. Click/Traffic Tracking<br />
  17. 17. Increasing Conversions - ROI<br />Build on top of referral data<br />Google Goals<br />Track URL parameters in lead/conversion forms<br />Special landing pages for FB promotions<br />All conversions assumed from Facebook<br />Third party ROI tracking tools<br />
  18. 18. Goal Tracking Over Time<br />
  19. 19. Goal Tracking Over Time<br />
  20. 20. Traffic vs. ROI<br />
  21. 21. But how can I do better?<br />Deeper understanding from <br />data comparisons<br />
  22. 22. Bringing in more people<br />Look at your userdemographics<br />This can tell you:<br />How to advertise<br />What to post about<br />What else?<br />How does this differ from the demographics you see elsewhere?<br />
  23. 23. # Posts vs. % Feedback<br />If you increase post do you see:<br />More feedback (comments, post likes)<br />Less feedback<br />Increase in Likes (new fans)<br />More unsubscribes (fatigue setting in)<br />Where are optimal posting levels?<br />
  24. 24. For example…<br />More posts, doesn’t always mean more clicks<br />
  25. 25. Per post performance<br />Look at how posts perform by type<br />Audio<br />Video<br />Topical types<br />Per post analysis is problematic<br />
  26. 26. Monitor by Campaign<br />Click Traffic – Campaign #1<br />Click Traffic – Campaign #2<br />
  27. 27. Traffic vs. Sales (over time)<br />Look at increases in traffic, but don’t forget to watch if that correlates to conversions<br />A bump in traffic without a bump in sales may mean you are bringing in the wrong people<br />
  28. 28. Test, Test, Test<br />With a base of data, you can try new things<br />Change one thing, measure, repeat<br />Think about why you are testing<br />
  29. 29. Thanks!<br />Adam Covati<br />Founder, CTO ArgyleSocial<br />@covati<br />http://argylesocial.com<br />

×