This document discusses how to analyze Facebook analytics data to understand how effective Facebook is for a business. It recommends measuring key metrics like fans, engagement, traffic, conversions, and ROI over time. Comparing metrics to user demographics and testing different content types and posting frequencies can provide insights on how to improve performance. The goal of analysis is to understand what strategies and content are most effective at driving the desired outcomes.

1. Facebook AnalyticsHow to track and analyze your data; What matters & why it mattersAdam CovatiFounder, CTO ArgyleSocial@covati

2. Adam @CovatiArgyleSocialEnterprise, Email &Social Media Marketing

3. You have a page, now what?Let’s Get Measuring

4. Measure what?What the heck are we doing?Are we measuring or analyzing?

5. Data points are pointlessData isn’t as important as informationYour data needs to tell a storyWhat story do you want to tell?

6. Is Facebook ‘working’ for me?Define ‘working’Lots of fansActive communityDriving trafficBuying / ConvertingWe measure to prove a point

7. What data can we use?Facebook InsightsInteraction dataDemographic dataWeb AnalyticsThird party sourcesClick trackingCollateral Metrics

8. Let’s work throughsome examples

9. Growing your likes/fans

10. Hides … who knew?Not available in Facebook InsightsYou can see it if you post via your own app

11. Building an Active Community

12. Driving More TrafficWeb AnalyticsReferrers are your friendsThird Party SourcesYoutubeClick tracking tools

13. Referral TrafficBlue = FacebookOrange = ????Typey, typeyMobile AppsTweetdeck, etcUse URL ParametersURL parameters allow you to truly know what Facebook is doing for you:e.g. http://argylesocial.com?utm_source=facebook&utm_campaign=contest_23

14. Insights on your websiteTrack social plugins: FB Website Insights

15. Third Party SourcesCollateral Inferred TrafficYoutube viewsLanding pages just for FB linksClick/Traffic Tracking toolsar.gy, bit.ly, ow.ly

16. Click/Traffic Tracking

17. Increasing Conversions - ROIBuild on top of referral dataGoogle GoalsTrack URL parameters in lead/conversion formsSpecial landing pages for FB promotionsAll conversions assumed from FacebookThird party ROI tracking tools

18. Goal Tracking Over Time

19. Goal Tracking Over Time

20. Traffic vs. ROI

21. But how can I do better?Deeper understanding from data comparisons

22. Bringing in more peopleLook at your userdemographicsThis can tell you:How to advertiseWhat to post aboutWhat else?How does this differ from the demographics you see elsewhere?

23. # Posts vs. % FeedbackIf you increase post do you see:More feedback (comments, post likes)Less feedbackIncrease in Likes (new fans)More unsubscribes (fatigue setting in)Where are optimal posting levels?

24. For example…More posts, doesn’t always mean more clicks

25. Per post performanceLook at how posts perform by typeAudioVideoTopical typesPer post analysis is problematic

26. Monitor by CampaignClick Traffic – Campaign #1Click Traffic – Campaign #2

27. Traffic vs. Sales (over time)Look at increases in traffic, but don’t forget to watch if that correlates to conversionsA bump in traffic without a bump in sales may mean you are bringing in the wrong people

28. Test, Test, TestWith a base of data, you can try new thingsChange one thing, measure, repeatThink about why you are testing

29. Thanks!Adam CovatiFounder, CTO ArgyleSocial@covatihttp://argylesocial.com