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 Analytics How to track and analyze your data; What matters & why it matters Adam Covati Founder, CTO ArgyleSocial @covati

2. Adam @Covati ArgyleSocial Enterprise, 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 pointless Data isn’t as important as information Your data needs to tell a story What story do you want to tell?

6. Is Facebook ‘working’ for me? Define ‘working’ Lots of fans Active community Driving traffic Buying / Converting We measure to prove a point

7. What data can we use? Facebook Insights Interaction data Demographic data Web Analytics Third party sources Click tracking Collateral Metrics

8. Let’s work throughsome examples

9. Growing your likes/fans

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

11. Building an Active Community

12. Driving More Traffic Web Analytics Referrers are your friends Third Party Sources Youtube Click tracking tools

13. 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

14. Insights on your website Track social plugins: FB Website Insights

15. Third Party Sources Collateral Inferred Traffic Youtube views Landing pages just for FB links Click/Traffic Tracking tools ar.gy, bit.ly, ow.ly

16. Click/Traffic Tracking

17. 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

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 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?

23. # 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?

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

25. Per post performance Look at how posts perform by type Audio Video Topical types Per post analysis is problematic

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

27. 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

28. Test, Test, Test With a base of data, you can try new things Change one thing, measure, repeat Think about why you are testing

29. Thanks! Adam Covati Founder, CTO ArgyleSocial @covati http://argylesocial.com