Engage EMEA 2010 - Facebook Analytics

Facebook AnalyticsJustin Kistner, Sr. Mgr. of Social

Presenter: @justinkistner Hashtag: #wtengage

Challenges


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Traditional “tagging” doesn’t work


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No Facebook ad conversion tracking


Scattered data sources


Who measures what?


Facebook’s analytics covers core

Core

Wall

Page

API

Insights


Webtrends tracks the platform

Ads

Core

Webtrends

Platform

Tabs & Apps

Wall

Page

API

Insights


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


What can be measured?


Insights dashboard


Ads dashboard


App engagement


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


Sharing


Graph API


Extended permissions


Bringing it all together


What should be measured?


The same old sales funnel


Classic online marketing spend•Where is the money spent today?•Search/ads, email, & website command 83% of

budget

Acquisition

Subscription

Conversion


Social media marketing spend

Acquisition

Subscription

Conversion

•Social media marketing is an evolution of classic online marketing. Based on the same equation.


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


Campaign


Media performance•Paid/Owned/Earned•Impressions•Click throughs•Landing page performance


Landing page/app performance•Traffic sources•Views•Clicks•Engagement (Likes and Comments)•Subscription•Conversion•Shares


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


Ad testing formulaImages

X Copy

XLanding pages

XDemographics

XLikes & Interests

You want at least 25 clicks to estimate CTR

Courtesy of BlitzLocal


Landing page elements to test•Alternate default landing tabs•Fan gates/Incentives•Different default landing tabs for fans and

non-fans•Engagement patterns


Takeaways•Facebook analytics has technical

challenges•Facebook data sources are splintered•There are new social metrics, but

measuring ROI is the same old game


Questions?

Engage EMEA 2010 - Facebook Analytics

Technology

Transcript of Engage EMEA 2010 - Facebook Analytics