Facebook Analytics<br />How to track and analyze your data; What matters & why it matters<br />Adam Covati<br />Founder, C...
Adam @Covati<br />ArgyleSocial<br />Enterprise, Email &Social Media Marketing<br />
You have a page, now what?<br />Let’s Get Measuring<br />
Measure what?<br />What the heck are we doing?<br />Are we measuring or analyzing?<br />
Data points are pointless<br />Data isn’t as important as information<br />Your data needs to tell a story<br />What story...
Is Facebook ‘working’ for me?<br />Define ‘working’<br />Lots of fans<br />Active community<br />Driving traffic<br />Buyi...
What data can we use?<br />Facebook Insights<br />Interaction data<br />Demographic data<br />Web Analytics<br />Third par...
Let’s work throughsome examples<br />
Growing your likes/fans<br />
Hides … who knew?<br />Not available in Facebook Insights<br />You can see it if you post via your own app<br />
Building an Active Community<br />
Driving More Traffic<br />Web Analytics<br />Referrers are your friends<br />Third Party Sources<br />Youtube<br />Click t...
Referral Traffic<br />Blue = Facebook<br />Orange =  ????<br />Typey, typey<br />Mobile Apps<br />Tweetdeck, etc<br />Use ...
Insights on your website<br />Track social plugins: FB Website Insights<br />
Third Party Sources<br />Collateral Inferred Traffic<br />Youtube views<br />Landing pages just for FB links<br />Click/Tr...
Click/Traffic Tracking<br />
Increasing Conversions - ROI<br />Build on top of referral data<br />Google Goals<br />Track URL parameters in lead/conver...
Goal Tracking Over Time<br />
Goal Tracking Over Time<br />
Traffic vs. ROI<br />
But how can I do better?<br />Deeper understanding from <br />data comparisons<br />
Bringing in more people<br />Look at your userdemographics<br />This can tell you:<br />How to advertise<br />What to post...
# Posts vs. % Feedback<br />If you increase post do you see:<br />More feedback (comments, post likes)<br />Less feedback<...
For example…<br />More posts, doesn’t always mean more clicks<br />
Per post performance<br />Look at how posts perform by type<br />Audio<br />Video<br />Topical types<br />Per post analysi...
Monitor by Campaign<br />Click Traffic – Campaign #1<br />Click Traffic – Campaign #2<br />
Traffic vs. Sales (over time)<br />Look at increases in traffic, but don’t forget to watch if that correlates to conversio...
Test, Test, Test<br />With a base of data, you can try new things<br />Change one thing, measure, repeat<br />Think about ...
Thanks!<br />Adam Covati<br />Founder, CTO ArgyleSocial<br />@covati<br />http://argylesocial.com<br />
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Facebook Analytics: How to track and analyze your data; What matters & Why it matters

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  • So the first thing we look at is likes (# of fans) – I’m not a big believer in this as metrics to track, but it’s a starting point.That is a poor proxy for Active users, luckily that’s right thereIt’s also good to look at actual page views
  • Much more valuable than fan counts; an active community is something you can more often leverage
  • 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 />
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