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Facebook Data Analytics | Pirate Skills | Ben Sufiani

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Learn how using Facebook Analytics can give your business an almost unfair advantage.

1. Define your north start metric
2. Set up your compass
3. Test your Facebook Analytics data.
4. Create reports about spending your money on ads

Get the slides + video for free at: https://get.pirateskills.com/fbanalytics

Publicada em: Dados e análise
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Facebook Data Analytics | Pirate Skills | Ben Sufiani

  1. 1. MEETUP Oct 2nd 2019 ANALYTICS DATA FACEBOOK
  2. 2. GUESS WHAT’S THE BEST CAMPAIGN LET’S PLAY A LITTLE GAME
  3. 3. GUESS THE BEST CAMPAIGN A: Facebook Newsfeed B: Instagram Newsfeed C: Messenger D: Mixed Placements
  4. 4. GUESS THE BEST CAMPAIGN A: Facebook Newsfeed B: Instagram Newsfeed C: Messenger D: Mixed Placements
  5. 5. GUESS THE BEST CAMPAIGN A: Facebook B: Instagram C: Messenger D: Mixed
  6. 6. GUESS THE BEST CAMPAIGN A: Facebook B: Instagram C: Messenger D: Mixed
  7. 7. GUESS THE BEST CAMPAIGN
  8. 8. GUESS THE BEST CAMPAIGN A: Facebook
  9. 9. GUESS THE BEST CAMPAIGN A: Facebook Newsfeed B: Instagram Newsfeed C: Messenger D: Mixed Placements
  10. 10. GUESS THE BEST CAMPAIGN A: Facebook B: Instagram C: Messenger D: Mixed
  11. 11. A: Facebook B: Instagram C: Messenger D: Mixed GUESS THE BEST CAMPAIGN
  12. 12. GUESS THE BEST CAMPAIGN
  13. 13. GUESS THE BEST CAMPAIGN B: Instagram
  14. 14. Treasure often is one step deeper in the funnel.
  15. 15. • Learning faster with FB Analytics • Defining your north star metric • Setting up your FB Analytics • Testing your FB Analytics • Creating reports in FB Analytics TODAY’S JOURNEY
  16. 16. • Founder since 2008 • Growth Marketer • Host of Pirate Skills • … and I used to be an ABC airforce officer BEN SUFIANI
  17. 17. get.pirateskills.com/ fbanalytics SLIDES & VIDEO
  18. 18. take pictures & videos #PIRATESKILLS share the stream tag someone who needs it
  19. 19. LEARNING FASTER WITH FB ANALYTICS
  20. 20. GROWTH MARKETING TREASURE MAP AARRR METRICS and the
  21. 21. HOW TO GET TO YOUR GOAL? IDEAS PRIORITIES ANALYSIS TESTS
  22. 22. ANALYTICS MAKES IT EASIER
  23. 23. • Learning faster with FB Analytics • Defining your north star metric • Setting up your FB Analytics • Testing your FB Analytics • Creating reports in FB Analytics TODAY’S JOURNEY
  24. 24. DEFINING YOUR NORTH STAR METRIC
  25. 25. What’s the biggest constraint to your growth?
  26. 26. QUESTIONS THAT HELPED ME • What’s the biggest constraint to your growth? • What’s the driver of the value for your customer? • What will lower your customers acquisition cost? • What will increase your customer lifetime value? • What will actually lead to more profits?
  27. 27. What’s your north star metric?
  28. 28. • Learning faster with FB Analytics • Defining your north star metric • Setting up your FB Analytics • Testing your FB Analytics • Creating reports in FB Analytics TODAY’S JOURNEY
  29. 29. SETTING UP YOUR ANALYTICS
  30. 30. Analytics Survey N=21
  31. 31. use to track your user metrics? Which tools do you currently
  32. 32. What are you most interested in tracking?
  33. 33. How satisfied are you currently with the analytics setup?
  34. 34. SETTING UP 1. Get a Facebook Business Manager Account 2. Create a Facebook Ads Account 3. Generate the Facebook Pixel 4. Install the Facebook Pixel to your website 5. Define important funnels steps as Pixel Events 6. Enjoy watching the data rolling in 👉 learn more
  35. 35. INSTALLING THE FB PIXEL In order of preference • Use the settings in your CMS or Shop • Use a Plugin • Use Google Tag Manager or Segment • Hard code into your header
  36. 36. INSTALLING THE FB PIXEL <!-- Facebook Pixel Code --> <script> !function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window, document,'script', 'https://connect.facebook.net/en_US/fbevents.js'); fbq('init', '123456789012345'); fbq('track', 'PageView'); </script> <noscript><img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id='123456789012345'&ev=PageView&noscript=1" /></noscript> <!-- End Facebook Pixel Code -->
  37. 37. INSTALLING THE FB PIXEL <!-- Facebook Pixel Code --> <script> !function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window, document,'script', 'https://connect.facebook.net/en_US/fbevents.js'); fbq('init', '123456789012345'); fbq('track', 'PageView'); </script> <noscript><img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id='123456789012345'&ev=PageView&noscript=1" /></noscript> <!-- End Facebook Pixel Code -->
  38. 38. MeasureSchool Playlist FB via GOOGLE TAG MANAGER
  39. 39. CONVERSION TRACKING TRACKING EVENTS CUSTOM CONVERSIONS VS cleaner easier
  40. 40. TRACKING EVENTS <!-- Facebook Pixel Code --> <script> !function(f,b,e,v,n,t,s) {if(f.fbq)return;n=f.fbq=function(){n.callMethod? n.callMethod.apply(n,arguments):n.queue.push(arguments)}; if(!f._fbq)f._fbq=n;n.push=n;n.loaded=!0;n.version='2.0'; n.queue=[];t=b.createElement(e);t.async=!0; t.src=v;s=b.getElementsByTagName(e)[0]; s.parentNode.insertBefore(t,s)}(window, document,'script', 'https://connect.facebook.net/en_US/fbevents.js'); fbq('init', '123456789012345'); fbq('track', 'PageView'); </script> <noscript><img height="1" width="1" style="display:none" src="https://www.facebook.com/tr?id='123456789012345'&ev=PageView&noscript=1" /></noscript> <!-- End Facebook Pixel Code -->
  41. 41. TRACKING EVENTS <!-- Facebook Pixel Event Code --> <script> fbq('track', Purchase); </script> <!-- End Facebook Pixel Event Code → 👉 learn more
  42. 42. Facebook Developer Documentation TRACKING EVENTS
  43. 43. 1. View Content 2. Contact 3. Download 4. Lead 5. Registration 6. Add To Cart 7. Initiate Checkout 8. Purchase Standard Events
  44. 44. Tracking events for each funnel step.
  45. 45. • Learning faster with FB Analytics • Defining your north star metric • Setting up your FB Analytics • Testing your FB Analytics • Creating reports in FB Analytics TODAY’S JOURNEY
  46. 46. TESTING YOUR FB ANALYTICS
  47. 47. TESTING YOUR PIXEL • Use Chrome Extensions • Facebook Pixel Helper • Google Tag Assistant • Ghostery
  48. 48. Facebook Pixel Helper TESTING YOUR PIXEL
  49. 49. Google Tag Assistant TESTING YOUR PIXEL
  50. 50. Ghostery TESTING YOUR PIXEL
  51. 51. Facebook Test Events TESTING YOUR PIXEL
  52. 52. Don’t trust your event data until tested.
  53. 53. • Learning faster with FB Analytics • Defining your north star metric • Setting up your FB Analytics • Testing your FB Analytics • Creating reports in FB Analytics TODAY’S JOURNEY
  54. 54. CREATING REPORTS IN FB ANALYTICS
  55. 55. ADS MANAGER REPORTS
  56. 56. FACEBOOK ANALYTICS
  57. 57. FB ANALYTICS – FUNNEL
  58. 58. FB ANALYTICS – RETENTION
  59. 59. FB ANALYTICS – CLV
  60. 60. Only the data that leads to action is worth anything.
  61. 61. • Learning faster with FB Analytics • Defining your north star metric • Setting up your FB Analytics • Testing your FB Analytics • Creating reports in FB Analytics TODAY’S JOURNEY
  62. 62. get.pirateskills.com/ fbanalytics SLIDES & VIDEO
  63. 63. WHAT DID YOU LEARN TONIGHT?
  64. 64. JOIN THE JOURNEY
  65. 65. GROWTH ROADMAP CONTENT & STORY CONVERSION OPTIMIZATION TRAFFIC GENERATION DATA & ANALYTICS FUNNEL BUILDING
  66. 66. GROWTH GROWTH ROADMAP Workshop | Oct 2nd 2019t CONTENT & STORYTELLING Workshop | Oct 16th 2019_ FUNNEL BUILDING Workshop | Nov 6th 2019| DATA ANALYTICS Workshop | Nov 20th 2019| TRAFFIC CHANNELS Workshop | Dec 4th 2019I COVERSION OPTIMIZATION Workshop | Dec 18th 2019´
  67. 67. WHY AARRR YOU NOT IN THE FB GROUP?
  68. 68. BEN SUFIANI ben@pirateskills.com +49 1522 6389102 @bensufiani
  69. 69. THANK YOU! IS PIRATE! BUT TO ARRR TO ERR IS HUMAN Networking & Rum
  70. 70. MEETUP Oct 2nd 2019 ANALYTICS DATA FACEBOOK

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