1. Implementing Facebook Measurement
Megan Douglas, Manager of Consulting Services, Webtrends
Julie Gillison, Program Manager – Product Development, Webtrends

2. Today’s Topics
Facebook Pages Facebook Apps
• Quick to get started & reach fans • Apps can do just about anything
• Post content to fans’ news feeds • Some development effort to get
• Fans can like, comment, share started
• Requires regular action • More engaging experience
• Greater marketing potential
• Add Apps to your Pages

3. Which is best?
Why not have both!

4. What’s this presentation about?
• What this isn’t…
• What this is…

5. Agenda
• Getting started
• Dashboards & Page Insights
• Post Insights
• Apps
• Campaigns & ROI
• Top 5 takeaways

6. Implementing Facebook Measurement
HOW TO GET STARTED

7. What to measure?

8. What to measure?

9. What does Webtrends bring to the
table?
Facebook Page Space
• Sourced from Facebook API
Facebook App Space
• Sourced from Facebook API
• Webtrends collected data &
custom reporting

10. It’s How Easy?!?
No tag required!
Log into Analytics 10
Create Facebook Page space
Instantly view Page Insights

11. Implementing Facebook Measurement
FACEBOOK PAGE SPACE

12. Connect to Facebook API
Must have
admin rights
to Facebook
Page
OAuth 2.0
secure
connection
30+ fans
required

13. Connect to Facebook API
* Webtrends does not store usernames and passwords

14. Select Page to Track
Auto detect pages you administer

15. Name the Space & Save
Grant users
access to the
space

16. Space is Created!
Webtrends
populates
past 58 days
of data

17. Implementing Facebook Measurement
DASHBOARDS & INSIGHTS

18. Space Dashboard
Key metrics
Trends
Interactive
widgets
Customizable

19. Annotation View
Overlay posts
Correlate
posts to
trends

20. People
Fans
Fans: Gender + Ages
Fans: Like Sources
Geo: Cities
Geo: Countries
Geo: Locales

21. People
Fans
Fans: Gender + Ages
Fans: Like Sources
Geo: Cities
Geo: Countries
Geo: Locales

22. People
Fans
Fans: Gender + Ages
Fans: Like Sources
Geo: Cities
Geo: Countries
Geo: Locales

23. People
Fans
Fans: Gender + Ages
Fans: Like Sources
Geo: Cities
Geo: Countries
Geo: Locales

24. Content
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Frequency
Page Impressions: Story Types
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Frequency
Posts by Admins
Referrers: External
Tab Views

25. Content
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Freq.
Page Impressions: Stories
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Freq.
Posts by Admins
Referrers: External
Tab Views

26. Content
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Freq.
Page Impressions: Stories
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Freq.
Posts by Admins
Referrers: External
Tab Views

27. Content
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Freq.
Page Impressions: Stories
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Freq.
Posts by Admins
Referrers: External
Tab Views

28. Content
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Freq.
Page Impressions: Stories
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Freq.
Posts by Admins
Referrers: External
Tab Views

29. The Data
• 48 hour lag in Insights for Pages
• Daily updates
• All history available *
• All data is exportable via REST API or CSV
* From when space is created in Analytics 10

30. The Webtrends Differentiator
• Access all your historical data
• View Facebook, YouTube & Twitter
analytics all in one place
• World class UX team & data visualizations
• Export all your data for free!

31. Implementing Facebook Measurement
POST ANALYTICS

32. Posts
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Freq.
Page Impressions: Stories
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Freq.
Posts by Admins
Referrers: External
Tab Views

33. Posts & Comments
• View all post content
– Photos, links, videos, etc.
• View all comments and who commented
• Key engagement metrics

34. Post Types & Search
• Filter by post type
• Search all posts

35. Post Discovery
• Select metrics most important to you
• Sort by any metric
• Selection is saved to preferences

36. Post Metrics
Date Created Paid Impressions
Reach Paid Impressions: Unique
People Talking About This Impressions by Fans
Likes Impressions by Fans: Unique
Comments Paid Impressions by Fans
Shares Paid Impressions by Fans: Unique
Impressions Organic Impressions
Stories Organic Impressions: Unique
Virality Viral Impressions
Engaged Users Viral Impressions: Unique
Consumptions Negative Feedback
Consumptions: Unique Negative Feedback: Unique

37. The Data
• Posts, metrics & comments updated
multiple times per hour
– Near real-time retrieval and storage by our Big
Data platform
– View ALL comments
– Stops updating after 28 days
• Facebook provides lifetime values
• Data is exportable via REST API or CSV

38. The Webtrends Differentiator
• Explore all posts and comments
• Near real-time retrieval and storage of
data in our Big Data platform
• Discover which posts are most effective
• Rich user experience
• Access all your historical data
• Export all your data for free!

39. Implementing Facebook Measurement
FACEBOOK APP SPACE

40. Connect to Facebook API
Must have
admin rights
to Facebook
App
OAuth 2.0
secure
connection
30+ fans
required

41. Connect & Select App to Track
Auto detect apps you administer
Or, manually enter App ID & App Secret

42. Data Sources
Choose data to include: WT + FB or FB only

43. Why include Webtrends data?
• What did fans and non-fans view and
click?
• How long did they interact with app?
• How were they referred to app?
• What type of devices were used?
• Track conversions
• Measure campaign effectiveness
• Enable custom reporting

44. How to get Webtrends data?
• Download the v10.2 tag + Facebook
plugin from the Facebook App space
• Add tag to your app
• (Optional) Customize the tag

45. App Insights
Without the Tag With the Tag
Ages & Genders Browsers
Authorizations Categories & Drilldown
Canvas Views Mobile: Devices + Browsers
Comments Screens
Cities & Countries Time: Daily & Hourly Activity
Likes Users: Influence Potential
Photos Users: New + Returning
Shares
Status Updates Any custom report!
Stream Stories
API Calls & Errors
Does not include full list of out-of-box reports

46. The Differentiator
• Access all your historical data
• Combine Facebook Insights with the
power of Webtrends tag
• Customizable!
• Export all your data for free!

47. Implementing Facebook Measurement
MEASURING ROI IN FACEBOOK

48. So, what’s the problem anyway?

49. So, What’s the Problem Anyway?
DRIVERS FACEBOOK APP CONVERSIONS

50. The Webtrends Differentiator
• Cross-Domain tracking
• Visitor ID Alignment Across Channels
• True Campaign Performance
Measurement

51. The Webtrends Differentiator
DRIVERS FACEBOOK APP CONVERSIONS

52. How do I get it?
• Hire Webtrends Implementation Services
to assist your agency!
• Hire Webtrends Social to build your
campaign!

53. Keys to Campaign Success
• Modify Server Side Code
• Point banners, SEM, ads, etc. directly to
your app
• Define Conversion Events

54. Top 5 Takeaways
• Easy to get up and running quickly
• All your data in one place
• Export all your data, easily and for free
• Cross-Channel visitor identification
• True campaign ROI

55. Rate
Session
&
Speakers/
Panelists

56. Thank You
Megan Douglas
Manager, Webtrends Consulting Services
megan.douglas@webtrends.com
Julie Gillison
Engineering Program Manager, Webtrends Analytics
julie.gillison@webtrends.com
blogs.webtrends.com

57. Implementing Facebook Measurement
APPENDIX

58. Reference
Analytics 10 Help
http://help.webtrends.com/en/analytics10/facebook_about
Facebook Insights definitions
http://developers.facebook.com/docs/reference/fql/insights/