This document describes an integrated analytics platform that combines Facebook Analytics, Google Analytics, and custom metrics into a single customizable pivot table. This allows marketers to slice and dice data across multiple dimensions in one place, reducing analysis time by up to 90%. With insights from behavioral metrics, the platform can predict campaign performance and automate pausing of underperforming ads. Its implementation led to decreased testing budgets and sample sizes, doubled conversion rates, and reduced average pausing time for campaigns from 4 to 1 day.
2. Analysing Facebook
Campaigns: Current Situation
• Facebook - a powerful platform. Highly competitive
and (now) expensive.
• Facebook and Google Analytics offer limited,
standardized metrics for analysis
• To push efficiencies, deeper and more actionable
analytics needed
• Deeper analysis is time consuming, as it involves
considerable back and forth between Google
Analytics, Facebook Analytics and Custom
Parameters
2
4. How It Works?
• All metrics in one, customizable pivot table
• Set date ranges, & custom ranges such as weekdays/
holidays
• Create custom metrics on-the-fly (For example -
Revenue per 1000 impressions)
• Custom properties such as Price ranges, Ad themes,
Headlines, Ad copy, Visual elements, etc. available
within the table
• Organize & track A/B tests with Custom A/B Test
Dimensions
• 10+ Dimensions in a flat table (vs. 2 for Google Analytics)
• 15+ Drilldowns for Dimensions (vs. 5 for Google Analytics)
4
5. Facebook
Analytics
Google
Analytics
Integrated Analytics Platform
Dimensions Campaign, Ad,
Ad Set,
Audience, Age,
City
Landing Page,
Source, Medium,
Campaign, Ad
Content, Date,
Week, Month,
Devices
All FB & Google dimensions +
custom dimensions such as
Headlines, Adunit Types, Price
Ranges, Product Names,
Campaign Themes, Duration,
Acquisition
Metrics
CPM, CTR,
Reach, Freq,
Spend
Visits, Pageviews,
Unique Visitors
All FB & Google metrics in one
place
Behaviour
Metrics
n/a Bounce Rates,
Pages per visit,
Visit Duration
All FB & Google metrics +
Custom metrics such as:
%Dropoffs, %Interested
Visitors, %Product Page Views
Conversio
n Metrics
Conversions,
CPAs, Revenue,
based on 1, 7,
30 day
attribution
Conversions,
Revenue, CPAs,
Product View%,
Cart View% and
other Custom
Goals
All FB & Google + custom
metrics such as Revenue per
1000 impressions, %Click to
Transaction, %Spillover to
‘Direct’
5
6. Results
• Analysis time reduced by up to 90% with no back
and forth between different platforms and custom
parameters
• Test Campaign Budgets decreased by 75%
• Minimum Sample sizes decreased by 75%
• Conversion Rates increased by 100%
• Avg. Campaign pausing time decreased from 4
days to 1 day
6
7. Next Steps (In Progress)
• By observing patterns based on Behavioural metrics for Ad
Campaigns, we can predict which Ad Campaigns are likely to
perform even before any Conversions are observed. For
example:
o Facebook Newsfeed campaigns having Bounce Rate below X%, ProductView
% above Y% and Product-Page-Drop-Off% less than Z% are likely to perform
well
o Facebook Right Column Ad Campaigns landing on Product Pages, having
Pages per visit lesser than ‘X’ and Product Page Dropoff% more than Y% should
be discontinued as they are not likely to perform
• Create Daily Dashboards that show current status and predict
which campaigns are likely to do well
• Automate and Create mini-algorithms for Pausing Ads,
thereby increasing efficiencies
7
