With more than 140 million users in the US, Facebook has become a powerful marketing and communication platform. Unfortunately for marketers who want to understand the impact of their Facebook presence, Facebook is not easy to measure. Using Facebook Insights (the built-in analytics tool) is complicated by poor documentation, unclear definitions, inconsistent naming and frequent updates. However, savvy marketers are able to leverage Facebook Insights to extract useful insights and make actionable recommendations.

1. Facebook Analytics
Using and Integrating Data from Facebook Insights
1771 W Diehl Rd, Ste 330
Naperville, IL 60563
www.stratigent.com

2. Bill Bruno Nestor Archival Jr
President Sr. Consultant
@BillBruno @n3st0r
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3. Agenda
 Facebook: A Very Influential
Social Web
 Your Online Presence
 Facebook Insights: A
Multifaceted Platform
 Common challenges to KPI
development
 What do you want to know?
 From Fans to Likes..
 Facebook Integration
Classifications
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4. 500 million active Facebook users
1 in every 13 people worldwide
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5. Facebook: A Very Influential Social Web
 48% of 18 to 34 year olds check Facebook right when they wake up
- 28% check their Facebook on their smartphones before getting out of bed
 Facebook was the most-searched term in 2010 for the second year
running, accounting for 2.11% of U.S. searches
 48% of young Americans said they find out about news through Facebook
 A record breaking 750 million photos were uploaded to Facebook over
New Year’s weekend
Source: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
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6. Your Online Presence
 Your Facebook Page gives your organization a voice to join the
conversation with Facebook users.
 Your Facebook App gives you the opportunity to deeply integrate into
the core Facebook experience. Your app integrates with many aspects of
Facebook, including the News Feed and Notifications.
 Your Website represents your main organizational identity online. It also
allows you to incorporate Facebook Social Plugins.
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7. Facebook Insights: A Multifaceted Platform
 Facebook Insights for Page provides:
- User Reports: Active Users, Lifetime Likes, Like Sources, Tab Views, Media
Consumption, External Referrers and Demographics
- Interaction Reports: Post Views, Post Feedback, and Page Activity
 Facebook Insights for Apps provides:
- User Reports: Installs, Active Users and Demographics
- Sharing Reports: Contents Shared, Feedback per Share, and Requests
- Performance Reports: API Calls, Request Time, and Errors Returned
 Facebook Insights for Websites reports on the Like Button, Send
Button, Organic Shares, and Comments Box:
- Likes, Messages Sent, Shares, Comments
- Impressions and Clickthroughs
- Demographics
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8. Common challenges to KPI development
Unclear Purpose
Confusing Definitions
No Concept of “Last Month”
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9. Unclear Purpose
“ Efforts and courage are not enough
”
without purpose and direction.
John F. Kennedy
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10. Confusing Definitions
Post View
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11. Confusing Definitions
Unique Page View
Google Analytics: Facebook:
 A unique pageview aggregates  The total unique logged-in
pageviews that are generated by Facebook users who visited your
the same user during the same Page.
session.
 A unique pageview represents the
number of sessions during which
that page was viewed one or more
times.
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12. Confusing Definitions
Active User
 You become an active user if you do at least one of the following:
- Interacted with the Page (i.e. commented or liked a post)
- Viewed the Page or its posts
 If a Page post appeared on your News Feed because a friend
commented on it, you instantly become an Active User.
 The Active User metric is only meaningful in the context of a time
period.
- Monthly Active Users
- Weekly Active Users
- Daily Active Users
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13. Confusing Definitions
Post View
 Defined as the number of times people have viewed a News Feed story
posted by your Page.
 Visiting a Page that has 5 posts will generate 5 post views.
 Posts that appear on your friends’ news feeds will count as post views.
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14. No Concept of “Last Month”
Several metrics are only available on a daily
basis, needing you to aggregate daily values to
get to a monthly value.
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15. No Concept of “Last Month”
Monthly Active Users ?
The topline “Monthly Active Users” metric
disappears if you fail to specify an exact 30-day
date time period.
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16. No Concept of “Last Month”
At a point in time in the graph, the “Monthly
Active Users” metric represents the active users
pulled from that day and 29 prior days.
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17. What do you want to know?
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18. From Fans to Likes..
 Facebook
changed the
language for
Pages from
“Fan” to “Like.”
 Remnants of
“Fan” still
remain in the
interface.
 “Lifetime Likes”
in Insights
 New Fans =
New Likes.
© 2011 Stratigent, LLC. All rights reserved. | 18

19. FB Integration Classifications
SEPARATE SUPPLEMENT COORDINATE RELATE COLLABORATE
 Data is  Focus is still  Integration by  More interest  Integration is
collected by on a single consolidating in the ways more about
separate tools channel, but data collection channels relate strategy than
data may be or simply by data
 Reported supplemented displaying data  Shared goals
separately to add context in one view but minimal  Focus is on
dependencies optimizing
 Focus is on  Focus is still and channels toward a
optimizing a on single are treated common goal,
single channel channel equally with each
based on optimization, channel
single channel but with more playing a
inputs external inputs different role
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20. Example: Facebook Demographics
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21. Example: Facebook & Email Data
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22. Example: Multiple Channels
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23. Example: Multiple Channels
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24. Example: Facebook
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25. Example: Multiple Channels
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26. Resources
 Insights (http://developers.facebook.com/docs/insights/)
 Insights Help Topics (http://www.facebook.com/help/?search=insights)
 Introducing iframe Tabs for Pages
(http://developers.facebook.com/blog/post/462)
 Real-Time Analytics For Social Plugins
(http://developers.facebook.com/blog/post/476)
 Insights for Websites
(http://developers.facebook.com/attachment/Insights_for_websites.pdf)
© 2011 Stratigent, LLC. All rights reserved. | 26

27. Resources
 Facebook Post Insights Go Live (http://www.allfacebook.com/facebook-
post-insights-2010-01)
 Facebook 'Like Button' Replaces 'Become A Fan'
(http://www.huffingtonpost.com/2010/04/19/facebook-like-button-
repl_n_543439.html)
 Facebook launches real-time analytics integrated with your site
(http://www.smartinsights.com/blog/digital-marketing-strategy/facebook-
launches-real-time-analytics)
© 2011 Stratigent, LLC. All rights reserved. | 27

28. Nestor Archival Jr.
Sr. Consultant & Team Lead
nestor@stratigent.com
630.658.2256
@n3st0r
linkedin.com/in/archival
Download the Facebook white paper at
http://bit.ly/k3BgjW
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