facebook analytics
DESCRIPTION
With more than 140 million users in the US, Facebook has become a powerful marketing and communication platform. Unfortunately for marketers who want to understand the impact of their Facebook presence, Facebook is not easy to measure. Using Facebook Insights (the built-in analytics tool) is complicated by poor documentation, unclear definitions, inconsistent naming and frequent updates. However, savvy marketers are able to leverage Facebook Insights to extract useful insights and make actionable recommendations.TRANSCRIPT
1771 W Diehl Rd, Ste 330
Naperville, IL 60563
www.stratigent.com
Facebook Analytics
Using and Integrating Data from Facebook Insights
© 2011 Stratigent, LLC. All rights reserved. | 2
Bill Bruno
President
@BillBruno
Nestor Archival Jr
Sr. Consultant
@n3st0r
© 2011 Stratigent, LLC. All rights reserved. | 3
Agenda
Facebook: A Very Influential
Social Web
Your Online Presence
Facebook Insights: A
Multifaceted Platform
Common challenges to KPI
development
What do you want to know?
From Fans to Likes..
Facebook Integration
Classifications
© 2011 Stratigent, LLC. All rights reserved. | 4
500 million active Facebook users 1 in every 13 people worldwide
© 2011 Stratigent, LLC. All rights reserved. | 5
Facebook: A Very Influential Social Web
48% of 18 to 34 year olds check Facebook right when they wake up
- 28% check their Facebook on their smartphones before getting out of bed
Facebook was the most-searched term in 2010 for the second year
running, accounting for 2.11% of U.S. searches
48% of young Americans said they find out about news through Facebook
A record breaking 750 million photos were uploaded to Facebook over
New Year’s weekend
Source: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
© 2011 Stratigent, LLC. All rights reserved. | 6
Your Online Presence
Your Facebook Page gives your organization a voice to join the
conversation with Facebook users.
Your Facebook App gives you the opportunity to deeply integrate into
the core Facebook experience. Your app integrates with many aspects of
Facebook, including the News Feed and Notifications.
Your Website represents your main organizational identity online. It also
allows you to incorporate Facebook Social Plugins.
© 2011 Stratigent, LLC. All rights reserved. | 7
Facebook Insights: A Multifaceted Platform
Facebook Insights for Page provides:
- User Reports: Active Users, Lifetime Likes, Like Sources, Tab Views, Media
Consumption, External Referrers and Demographics
- Interaction Reports: Post Views, Post Feedback, and Page Activity
Facebook Insights for Apps provides:
- User Reports: Installs, Active Users and Demographics
- Sharing Reports: Contents Shared, Feedback per Share, and Requests
- Performance Reports: API Calls, Request Time, and Errors Returned
Facebook Insights for Websites reports on the Like Button, Send
Button, Organic Shares, and Comments Box:
- Likes, Messages Sent, Shares, Comments
- Impressions and Clickthroughs
- Demographics
© 2011 Stratigent, LLC. All rights reserved. | 8
Unclear Purpose
Confusing Definitions
No Concept of “Last Month”
Common challenges to KPI development
© 2011 Stratigent, LLC. All rights reserved. | 9
Unclear Purpose
Efforts and courage are not enough
without purpose and direction. “ ”
John F. Kennedy
© 2011 Stratigent, LLC. All rights reserved. | 10
Post View
Confusing Definitions
© 2011 Stratigent, LLC. All rights reserved. | 11
A unique pageview aggregates
pageviews that are generated by
the same user during the same
session.
A unique pageview represents the
number of sessions during which
that page was viewed one or more
times.
The total unique logged-in
Facebook users who visited your
Page.
Google Analytics: Facebook:
Confusing Definitions
Unique Page View
© 2011 Stratigent, LLC. All rights reserved. | 12
Confusing Definitions
Active User
You become an active user if you do at least one of the following:
- Interacted with the Page (i.e. commented or liked a post)
- Viewed the Page or its posts
If a Page post appeared on your News Feed because a friend
commented on it, you instantly become an Active User.
The Active User metric is only meaningful in the context of a time
period.
- Monthly Active Users
- Weekly Active Users
- Daily Active Users
© 2011 Stratigent, LLC. All rights reserved. | 13
Confusing Definitions
Post View
Defined as the number of times people have viewed a News Feed story
posted by your Page.
Visiting a Page that has 5 posts will generate 5 post views.
Posts that appear on your friends’ news feeds will count as post views.
© 2011 Stratigent, LLC. All rights reserved. | 14
No Concept of “Last Month”
Several metrics are only available on a daily
basis, needing you to aggregate daily values to
get to a monthly value.
© 2011 Stratigent, LLC. All rights reserved. | 15
No Concept of “Last Month”
The topline “Monthly Active Users” metric
disappears if you fail to specify an exact 30-day
date time period.
? Monthly Active Users
© 2011 Stratigent, LLC. All rights reserved. | 16
No Concept of “Last Month”
At a point in time in the graph, the “Monthly
Active Users” metric represents the active users
pulled from that day and 29 prior days.
© 2011 Stratigent, LLC. All rights reserved. | 17
What do you want to know?
© 2011 Stratigent, LLC. All rights reserved. | 18
changed the
language for
Pages from
“Fan” to “Like.”
Remnants of
“Fan” still
remain in the
interface.
“Lifetime Likes”
in Insights
New Fans =
New Likes.
From Fans to Likes..
© 2011 Stratigent, LLC. All rights reserved. | 19
Data is
collected by
separate tools
Reported
separately
Focus is on
optimizing a
single channel
based on
single channel
inputs
SEPARATE SUPPLEMENT
Focus is still
on a single
channel, but
data may be
supplemented
to add context
COORDINATE
Integration by
consolidating
data collection
or simply by
displaying data
in one view
Focus is still
on single
channel
optimization,
but with more
external inputs
RELATE
More interest
in the ways
channels relate
Shared goals
but minimal
dependencies
and channels
are treated
equally
COLLABORATE
Integration is
more about
strategy than
data
Focus is on
optimizing
toward a
common goal,
with each
channel
playing a
different role
FB Integration Classifications
© 2011 Stratigent, LLC. All rights reserved. | 20
Example: Facebook Demographics
© 2011 Stratigent, LLC. All rights reserved. | 21
Example: Facebook & Email Data
© 2011 Stratigent, LLC. All rights reserved. | 22
Example: Multiple Channels
© 2011 Stratigent, LLC. All rights reserved. | 23
Example: Multiple Channels
© 2011 Stratigent, LLC. All rights reserved. | 24
Example: Facebook
© 2011 Stratigent, LLC. All rights reserved. | 25
Example: Multiple Channels
© 2011 Stratigent, LLC. All rights reserved. | 26
Resources
Insights (http://developers.facebook.com/docs/insights/)
Insights Help Topics (http://www.facebook.com/help/?search=insights)
Introducing iframe Tabs for Pages
(http://developers.facebook.com/blog/post/462)
Real-Time Analytics For Social Plugins
(http://developers.facebook.com/blog/post/476)
Insights for Websites
(http://developers.facebook.com/attachment/Insights_for_websites.pdf)
© 2011 Stratigent, LLC. All rights reserved. | 27
Resources
Facebook Post Insights Go Live (http://www.allfacebook.com/facebook-
post-insights-2010-01)
Facebook 'Like Button' Replaces 'Become A Fan'
(http://www.huffingtonpost.com/2010/04/19/facebook-like-button-
repl_n_543439.html)
Facebook launches real-time analytics integrated with your site
(http://www.smartinsights.com/blog/digital-marketing-strategy/facebook-
launches-real-time-analytics)
© 2011 Stratigent, LLC. All rights reserved. | 28
Nestor Archival Jr.
Sr. Consultant & Team Lead
630.658.2256
@n3st0r
linkedin.com/in/archival
Download the Facebook white paper at
http://bit.ly/k3BgjW