Supplemental Document 2

Facebook Analytics

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Facebook Analytics is an incredibly powerful tool that can help you

understand more about your audience and how individual posts are performing.

One of the most important elements of using Facebook to its full potential is understanding and using its

analytics platform to measure success and optimize toward your highest-performing activities.

The Facebook Analytics tool tracks and measures every single touch point between your dealership’s

Facebook page and the people who see or interact with your content. Every time someone views a post,

Likes a photo, makes a comment or clicks through to your website from Facebook, that action is tallied

and categorized in a digital dashboard.

This incredibly powerful tool can help you understand more about who your audience really is, how

individual posts and pieces of content are performing, and can help you evaluate the performance of

your paid advertising campaigns both in real time and over an extended period of time.

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Page & Content Performance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Page & Content Performance

In the Overview section of your Page Insights, you’ll find the

following information about your Page’s overall performance:

Post Reach: Total Reach is the number of unique people

who have seen any content associated with your Page,

including ads, during the last seven days. Post Reach

shows the number of unique people who have seen your

Page posts.*

Engagement: People Engaged is the number of unique

people who have clicked, Liked, commented on or shared

your posts during the last seven days. Likes, Comments,

Shares and Post Clicks show the totals for these actions

during the last 7 days.

Page Likes: Total Page Likes is the number of unique

people who Like your Page. New Page Likes shows the

number of new Likes your Page received during the last

seven days, compared with the previous seven-day period.

1.

2.

3.

*NOTE:

Organic Reach—or the number of people who see your posts

without your dealership using paid advertising dollars to

promote them—has declined dramatically on Facebook in recent

years. Changes in Facebook’s News Feed algorithm, which

determines which posts are shown to users in their daily feeds,

have lowered organic reach to approximately 1%–3% of your

total fan base, on average. This change means that just because

someone has Liked your Page, it does not guarantee they will

see your posts.

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In the Posts section of your Page Insights, you can see the

Page & Content Performance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

a.

b.

c.

d.

The number of people your post reached

The number of people who clicked on your post

The number of people who Liked, commented on or

shared your post

Engagement rate: the percentage of people who

saw a post that Liked, shared, clicked or commented

on it. This is the number to focus on when comparing

all your content/posts to each other.

Note:

Page Post: The metrics you see on a Page post when viewed from

your Page’s Timeline or in News Feed include Likes, comments and

shares that happened on the original post.

Page Insights: The metrics in your Page Insights include Likes,

comments and shares from the original post, plus any activity

that happened if your post was shared. For example, if someone

shares your post, and then their friend shares that post, this will be

counted as 2 shares in Page Insights.

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Audience Composition

To see demographic data about the people who Like your Page:

Click Insights at the top of your Page. Click People. In the Your

Fans section, you can see:

a.

b.

c.

d.

The percentage of people who Like your Page

for each age and gender bracket, based on

the data people enter in their personal profiles

The countries and cities of the people who

Like your Page, based on their IP addresses

when they use Facebook

The language of the people who Like your

Page, based on their default language setting

You can compare the age and gender data of

the people who Like your Page with the same

data for everyone on Facebook by hovering

over an age bracket.

You can see the following information by clicking People Reached

in the People section of your Page Insights:

a.

b.

c.

d.

Gender and age: The percentage of people

who saw any content about your Page for

each age and gender bracket, based on the

information people enter in their personal

profiles.

Countries: The number of people who saw any

content about your Page grouped by country,

based on IP address.

Cities: The number of people who saw any

content about your Page grouped by city,

based on IP address.

Language: The number of people who saw

any content about your Page grouped by

language, based on default language settings

Audience Composition. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .Ad Performance

Ad Performance

When you run ads, you can go to Ads Manager to see how they’re

performing, make changes, get reports and more—so you can see

if you’re reaching your goals.

Ads Manager allows you to see how your ads are performing, to

make changes to your ads, update your payment information,

control your settings and much more.

a.

b.

c.

d.

e.

Campaigns: Displays the ads you’re currently

running, so you can check the performance of

individual ads or ad sets to see larger trends.

Learn more about the campaign structure.

Pages: See all the Pages you manage at a

glance and the most recent activity on each of

them. Learn more about what you can put on

your Page.

Reports: View how many people your ad

campaigns reached and how they responded

to your ads. Learn about ads performance.

Audience Insights: A research tool to explore

potential audiences on Facebook who may be

interested in your business.

Settings: Enter your business information

here for your account, change your payment

currency and update your email notification

settings.

Ads Manager has tools for:

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f.

g.

h.

i.

j.

Ad Performance. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Billing: Where you can see your account

balance, all your receipts, and change your

payment settings—for example, adding

another debit or credit card to your account.

Learn more about your Facebook Ads bill.

Conversion Tracking: Where you’ll get data

related to your conversion pixels and apps

you manage. Learn more about Conversion

Tracking.

Power Editor: Another ad creation tool to

create multiple versions of ads for large

audiences.

Account History: Lists all your account activity,

including information on ads, audiences,

budget, schedules and more.

Audiences: Where you can see all the custom

and look-alike audiences you’ve created

for your ad campaigns. Learn more about

Custom Audiences.

Ads Manager has tools for:

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. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

Wrap-Up

You can reach your goals by reaching the right people.

The ads Facebook offers are designed to help you get the

best possible response from the people who see your ad.

Whether you want to get more people in your dealership,

scheduling service on your website, visiting your

showroom, liking or commenting on your Page and more,

Facebook has an ad product for each goal.

If you feel you would like help with your social media

efforts, reach out to one of the Honda Preferred Vendors,

Dominion or Social Dealer, to learn about the tools and

services included in the Honda Basic Package and set up a

free demonstration to see firsthand.

Wrap-Up

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Feel free to email

dealersocial@ahm.honda.com with any questions.

To see all supplemental documents, please visit:

www.socialmediaseries.honda.com

And please remember to submit all Social Media ads for DMA

compliance pre-approval prior to posting.

If you would like help with your social media efforts reach out to

our preferred vendors.

(866) 673-7887

http://www.socialdealerprograms.com/hondapreferred/

(888) 382-8707

http://www.drivedominion.com/prime-honda.html

(877) 285-1094

http://3birdsmarketing.com/OEM/Honda-Preferred

TM

Federal Trade Commission’s Guides Concerning the Use of

Endorsements and Testimonials’ require prominent disclosures

whenever reviews are incentivized in some way. Please consult

your lawyers to understand your obligations under the FTC Act.

Social Vendors. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .

(855) 653-5463

https://honda.nakedlime.com/