Supplemental Document 2
Facebook Analytics
F o r H o n d a D e a l e r s
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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.
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*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.
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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
[email protected] 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/