engage emea 2010 - facebook analytics
Post on 19-Jan-2015
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Facebook AnalyticsJustin Kistner, Sr. Mgr. of Social
Presenter: @justinkistner Hashtag: #wtengage
Challenges
Presenter: @justinkistner Hashtag: #wtengage
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Traditional “tagging” doesn’t work
Presenter: @justinkistner Hashtag: #wtengage
?
No Facebook ad conversion tracking
Presenter: @justinkistner Hashtag: #wtengage
Scattered data sources
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Who measures what?
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Facebook’s analytics covers core
Core
Wall
Page
API
Insights
Presenter: @justinkistner Hashtag: #wtengage
Webtrends tracks the platform
Ads
Core
Webtrends
Platform
Tabs & Apps
Wall
Page
API
Insights
Presenter: @justinkistner Hashtag: #wtengage
Platform
ConversionOptimizationRetargeting
AwarenessSubscriptionEngagement
Volume
FansPage/Media ViewsInteractionsAggregate Demographics
InfluencersConversions/TransactionsAttributionProfile Data
2-3 Days
Hours to Minutes
Valu
e
Data
Ric
hness
API
Insights
Facebook Data Value Pyramid
Presenter: @justinkistner Hashtag: #wtengage
What can be measured?
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Insights dashboard
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Ads dashboard
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App engagement
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Deep analytics for tabs/apps
Fan statusPrimary languageSharesShare influencersApplication activityPage viewsBrowsers/devices/OSsAd performance
Top visitorsIdentified visitorsUser influence potentialGeography and demographics
Reporting
Webtrends Analytics integration
Presenter: @justinkistner Hashtag: #wtengage
Sharing
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Graph API
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Extended permissions
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Bringing it all together
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What should be measured?
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The same old sales funnel
Presenter: @justinkistner Hashtag: #wtengage
Classic online marketing spend•Where is the money spent today?•Search/ads, email, & website command 83% of
budget
Acquisition
Subscription
Conversion
Presenter: @justinkistner Hashtag: #wtengage
Social media marketing spend
Acquisition
Subscription
Conversion
•Social media marketing is an evolution of classic online marketing. Based on the same equation.
Presenter: @justinkistner Hashtag: #wtengage
Social media marketing spend
Acquisition
Subscription
Conversion
•Social media marketing is an evolution of classic online marketing. Based on the same equation. Measuring the return on your
marketing spend still uses these metrics
Presenter: @justinkistner Hashtag: #wtengage
Campaign
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Media performance•Paid/Owned/Earned•Impressions•Click throughs•Landing page performance
Presenter: @justinkistner Hashtag: #wtengage
Landing page/app performance•Traffic sources•Views•Clicks•Engagement (Likes and Comments)•Subscription•Conversion•Shares
Presenter: @justinkistner Hashtag: #wtengage
New social stuff•Fan acquisition rate•Share potential/realized•Influencers•Ratio of paid to earned media•Click to fan ratio•Traffic fan status•Landing pages/apps in Facebook vs. your site•Engagement impact on transaction/customer
value•Avg. purchase & lifetime value of fan/non-fans
Presenter: @justinkistner Hashtag: #wtengage
Ad testing formulaImages
X Copy
XLanding pages
XDemographics
XLikes & Interests
You want at least 25 clicks to estimate CTR
Courtesy of BlitzLocal
Presenter: @justinkistner Hashtag: #wtengage
Landing page elements to test•Alternate default landing tabs•Fan gates/Incentives•Different default landing tabs for fans and
non-fans•Engagement patterns
Presenter: @justinkistner Hashtag: #wtengage
Takeaways•Facebook analytics has technical
challenges•Facebook data sources are splintered•There are new social metrics, but
measuring ROI is the same old game
Presenter: @justinkistner Hashtag: #wtengage
Questions?
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