Develop powerhouse reporting to boil performance down to key metrics that give your KPIs the storytelling life you need, to take to your stakeholders

1. The Fundamentals of
Powerhouse Reporting
Rachel Malone-Olson – Social Account Manager | @duluthrachel

2. Where? What?
Facebook Reporting
POWERHOUSE REPORTING - FACEBOOK

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6. Customize for Efficiency
POWERHOUSE REPORTING - FACEBOOK

7. Customize for TESTING
POWERHOUSE REPORTING - FACEBOOK

8. Customize for AD TYPE
POWERHOUSE REPORTING - FACEBOOK

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Break it Down

11. POWERHOUSE REPORTING - FACEBOOK
Break it Down

12. POWERHOUSE REPORTING - FACEBOOK
Website Click/Conversion
• Optimize for Clicks + Conversions
• Clicks
• Signups, Registrations, Site
Visits
• Website Clicks

13. POWERHOUSE REPORTING - FACEBOOK
Website Click/Conversion

14. POWERHOUSE REPORTING - FACEBOOK
• Clicks
• The total number of clicks on your ad.
Depending on what you're promoting, this can
include Page likes, event responses or app
installs.
Website Click/Conversion

15. POWERHOUSE REPORTING - FACEBOOK
• Website Clicks
• The number of clicks on links appearing on
your ad or Page that direct people to your
sites off Facebook as a result of your ad.
Website Click/Conversion

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Page Post Engagement
• Optimize for Engagement
• Post Like
• Post Comment
• Post Share
• Post Engagement
• Page Like
• Page Engagement

17. POWERHOUSE REPORTING - FACEBOOK
Page Post Engagement

18. POWERHOUSE REPORTING - FACEBOOK
Page Post Engagement
• Actions
• The number of actions taken on your ad,
Page, app or event after your ad was served
to someone, even if they didn't click on it.
Actions include Page likes, app installs,
conversions, event responses and more. For
example, 2 Page likes and 2 comments would
be counted as 4 actions.

19. POWERHOUSE REPORTING - FACEBOOK
Video View
• Optimize for Views
• Video Views
• Views to 25%, 50%, 100%
• 30- Second Views
• Avg. Duration Viewed
• Click-to-Play
• Auto-Play

20. POWERHOUSE REPORTING - FACEBOOK
Video View

21. POWERHOUSE REPORTING - FACEBOOK
Video View
• View
• The number of times your video was viewed
for 3 seconds or more.
• Auto-play
• When 25% of the video is in the frame of a
user’s screen.
• Click-to-play
• When a user interacts with the video to
enlarge the screen

22. Where? What?
Twitter Reporting
POWERHOUSE REPORTING - TWITTER

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36. Customize for AD TYPE
POWERHOUSE REPORTING - TWITTER

37. Tweet Engagements
POWERHOUSE REPORTING - TWITTER
• Optimize for Engagement
• Engagements
• Favorites
• Retweets
• Replies
• Follows
• Tweet Interaction

38. Tweet Engagements
POWERHOUSE REPORTING - TWITTER
• Engagement
• Total number of times a user interacted with a
Tweet. Clicks anywhere on the Tweet, including
retweets, replies, follows, favorites, links,
cards, hashtags, embedded media, username,
profile photo, or Tweet expansion

39. Tweet Engagements
POWERHOUSE REPORTING - TWITTER

40. Website Clicks/Conversions
POWERHOUSE REPORTING - TWITTER
• Optimize for Card Clicks + Conversions
• Clicks
• Link Clicks
• Conversions
• Card Engagement

41. Website Clicks/Conversions
POWERHOUSE REPORTING - TWITTER

42. Video Views
POWERHOUSE REPORTING - TWITTER
• Optimize for Views
• Video Views
• Video Starts
• Views to 25%, 50%, 100%
• Auto-play

43. Video Views
POWERHOUSE REPORTING - TWITTER

44. Video Views
POWERHOUSE REPORTING - TWITTER
• View
• The number of times your video was viewed for
3 seconds or more.
• Auto-play
• When 25% of the video is in the frame of a
user’s screen.

45. Where? What?
Google Analytics
POWERHOUSE REPORTING – GOOGLE ANALYTICS

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64. Reporting
POWERHOUSE REPORTING – CROSS CHANNEL
Cross-Channel

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ENGAGEMENTS

66. Engagements
POWERHOUSE REPORTING – CROSS CHANNEL
Clicks + Views to 50%

67. Engagements
POWERHOUSE REPORTING – CROSS CHANNEL
Clicks + Views to :15 Seconds

68. Engagements
POWERHOUSE REPORTING – CROSS CHANNEL

69. Engagements
POWERHOUSE REPORTING – CROSS CHANNEL
VALUE

70. EPMI – The ONE Number
• Engagements per Thousand Impressions
• Engagements?
POWERHOUSE REPORTING – CROSS CHANNEL
bit.ly/aC-EPMI-YouTube

71. EPMI – The ONE Number
• Social Engagements:
– Post Likes
– Page Likes
– Retweets
– Favorites
• Site Engagements:
– New Users
– Time on Site
– Average Pages per Session
POWERHOUSE REPORTING – CROSS CHANNEL

72. EPMI – The ONE Number
Facebook
• Post Shares
POWERHOUSE REPORTING – CROSS CHANNEL
• Views to 50% • Link Clicks

73. EPMI – The ONE Number
Facebook
• Post Shares
POWERHOUSE REPORTING – CROSS CHANNEL
• Views to 50% • Link Clicks

74. EPMI – The ONE Number
Facebook
• Post Shares
POWERHOUSE REPORTING – CROSS CHANNEL
• Views to 50% • Link Clicks
Facebook
• Impressions

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Facebook
• Post Shares
• Clicks
POWERHOUSE REPORTING – CROSS CHANNEL
Twitter
• Retweets
• Clicks
Linkedin
• Post Shares
• Clicks

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Facebook
• Post Shares
• Clicks
POWERHOUSE REPORTING – CROSS CHANNEL
Twitter
• Retweets
• Clicks
Linkedin
• Post Shares
• Clicks

77. EPMI – The ONE Number
Facebook
• Post Shares
• Clicks
POWERHOUSE REPORTING – CROSS CHANNEL
Twitter
• Retweets
• Clicks
Linkedin
• Post Shares
• Clicks
Facebook
• Impressions
Twitter
• Impressions
Linkedin
• Impressions

78. EPMI – The ONE Number
Analytics
• Sessions
POWERHOUSE REPORTING – CROSS CHANNEL
Analytics
• New Users
Hubspot
• New Contacts

79. EPMI – The ONE Number
Analytics
• Sessions
POWERHOUSE REPORTING – CROSS CHANNEL
Analytics
• New Users
Hubspot
• New Contacts
Facebook
• Impressions
Twitter
• Impressions
Linkedin
• Impressions

80. EPMI – The ONE Number
Facebook EPMI
Twitter EPMI
Goal-Focused EPMI
YouTube EPMI
OVERAL EPMI
POWERHOUSE REPORTING – CROSS CHANNEL

81. EPMI – The ONE Number
POWERHOUSE REPORTING – CROSS CHANNEL

82. EPMI – The ONE Number
POWERHOUSE REPORTING – CROSS CHANNEL