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Post on 24-Jun-2015
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@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
@covati #triama
Measure what?
• What the heck are we doing?
• Are we measuring or analyzing?
@covati #triama
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?
@covati #triama
Is Facebook ‘working’ for me?
• Define ‘working’– Lots of fans– Active community– Driving traffic– Buying / Converting
• We measure to prove a point
@covati #triama
What data can we use?
• Facebook Insights– Interaction data– Demographic data
• Web Analytics
• Third party sources– Click tracking– Collateral Metrics
@covati #triama
Let’s work throughsome examples
@covati #triama
Growing your likes/fans
@covati #triama
Hides … who knew?
• Not available in Facebook Insights• You can see it if you post via your own app
@covati #triama
Building an Active Community
@covati #triama
Driving More Traffic
• Web Analytics– Referrers are your friends
• Third Party Sources– Youtube– Click tracking tools
@covati #triama
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
@covati #triama
Insights on your website
• Track social plugins: FB Website Insights
@covati #triama
Third Party Sources
• Collateral Inferred Traffic– Youtube views– Landing pages just for FB links
• Click/Traffic Tracking tools– ar.gy, bit.ly, ow.ly
@covati #triama
Click/Traffic Tracking
@covati #triama
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
@covati #triama
Goal Tracking Over Time
@covati #triama
Goal Tracking Over Time
@covati #triama
Traffic vs. ROI
@covati #triama
But how can I do better?
Deeper understanding from data comparisons
@covati #triama
Bringing in more people
• Look at your userdemographics
• This can tell you:– How to advertise– What to post about– What else?
• How does this differ from the demographics you see elsewhere?
@covati #triama
# 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?
@covati #triama
For example…
• More posts, doesn’t always mean more clicks
@covati #triama
Per post performance
• Look at how posts perform by type– Audio– Video– Topical types
• Per post analysis is problematic
@covati #triama
Monitor by Campaign
Click Traffic – Campaign #1
Click Traffic – Campaign #2
@covati #triama
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
@covati #triama
Test, Test, Test
• With a base of data, you can try new things
• Change one thing, measure, repeat
• Think about why you are testing
@covati #triama
Thanks!
Adam CovatiFounder, CTO ArgyleSocial@covati
http://argylesocial.com
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