facebook analytics: how to track and analyze your data; what matters & why it matters

@covati #triama

Facebook AnalyticsHow to track and analyze your data;

What matters & why it matters

Adam CovatiFounder, CTO ArgyleSocial

@covati

@covati #triama

Adam @CovatiArgyleSocial

Enterprise, Email &Social Media Marketing

@covati #triama

You have a page, now what?

Let’s Get Measuring

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Measure what?• What the heck are we doing?

• Are we measuring or analyzing?

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Data points are pointless• Data isn’t as important as information

• Your data needs to tell a story

• What story do you want to tell?

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Is Facebook ‘working’ for me?• Define ‘working’

– Lots of fans– Active community– Driving traffic– Buying / Converting

• We measure to prove a point

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What data can we use?• Facebook Insights

– Interaction data– Demographic data

• Web Analytics

• Third party sources– Click tracking– Collateral Metrics

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Let’s work throughsome examples

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Growing your likes/fans

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Hides … who knew?• Not available in Facebook Insights• You can see it if you post via your own app

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Building an Active Community

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Driving More Traffic• Web Analytics

– Referrers are your friends

• Third Party Sources– Youtube– Click tracking tools

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Referral Traffic• Blue = Facebook• Orange = ????

– Typey, typey– Mobile Apps– Tweetdeck, etc

• Use URL Parameters

URL parameters allow you to truly know what Facebook is doing for you:e.g. http://argylesocial.com?utm_source=facebook&utm_campaign=contest_23

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Insights on your website• Track social plugins: FB Website Insights

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Third Party Sources• Collateral Inferred Traffic

– Youtube views– Landing pages just for FB links

• Click/Traffic Tracking tools– ar.gy, bit.ly, ow.ly

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Click/Traffic Tracking

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Increasing Conversions - ROI• Build on top of referral data

– Google Goals– Track URL parameters in lead/conversion forms

• Special landing pages for FB promotions– All conversions assumed from Facebook

• Third party ROI tracking tools

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Goal Tracking Over Time

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Goal Tracking Over Time

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Traffic vs. ROI

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But how can I do better?

Deeper understanding from data comparisons

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Bringing in more people• Look at your user

demographics

• This can tell you:– How to advertise– What to post about– What else?

• How does this differ from the demographics you see elsewhere?

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# Posts vs. % Feedback• If you increase post do you see:

– More feedback (comments, post likes)– Less feedback

– Increase in Likes (new fans)– More unsubscribes (fatigue setting in)

• Where are optimal posting levels?

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For example…

• More posts, doesn’t always mean more clicks

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Per post performance• Look at how posts perform by type

– Audio– Video– Topical types

• Per post analysis is problematic

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Monitor by Campaign

Click Traffic – Campaign #1

Click Traffic – Campaign #2

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Traffic vs. Sales (over time)• Look at increases in traffic, but don’t forget to

watch if that correlates to conversions

• A bump in traffic without a bump in sales may mean you are bringing in the wrong people

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Test, Test, Test• With a base of data, you can try new things

• Change one thing, measure, repeat

• Think about why you are testing

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Thanks!Adam CovatiFounder, CTO ArgyleSocial@covati

http://argylesocial.com