This is the PowerPoint associated with the Advanced Facebook Insights webinar given by Jon Loomer on March 22, 2013. Topics include what Insights is, explanations of the various metrics, which metrics are important, how to find them and ways to measure Facebook marketing success.
Read more here: http://www.jonloomer.com/2013/03/22/advanced-facebook-insights-slideshare-presentation-and-webinar-replay/
Watch the webinar replay on YouTube here: http://www.youtube.com/watch?v=Kdsw6Yk3FbQ&feature=share&list=UUhvdCJlKGCQ1P4x_MSJAkOQ
8. Useful Data for Page Admins
Reach Engaged User Consumer
Consumption Impression Link Click
Photo View Video Play Demographics
Organic Paid Viral Talking About
This Stories Daily Weekly 28 Days
Likes Negative Feedback Countries
Cities Gender Age Unlikes
14. Reach Family
Impressions
Reach
Organic
Paid
Viral
15. Impressions
“The total number of impressions seen (?) of
any content associated with your post or
Page, whether clicked on or not.”
* Fans & Non-Fans
16. Reach
“The number of unique people* who have
seen your post or content (served an
impression), whether organically or via paid
advertising.”
* Fans & Non-Fans
36. Reach Reporting Bug
Reach was underreported beginning in the
Fall of 2012, fixed in February of 2013
“Reach is a Fuzzy Metric!”
37. Advertising Strategies
Advertise to reach more Fans who care
about your good content.
Don’t advertise because you aren’t reaching
your Fans.
38. The Verdict
Reach is Useless!
jonloomer.com/facebook-reach-insights-reporting-bug
Reach is Great!
jonloomer.com/response-facebook-reach-is-the-most-important-performance-metric
50. How to Find Demographics
In the Page Level Export…
Check-in Demo Tabs (8)
Talking About This Demo Tabs (12)
Reach Demo Tabs (4)
Likes Demo Tabs (4)
52. Negative Feedback Considerations
Includes non-Fans
Will go up as you promote posts
Will go up if your topic is controversial
Will go up if you post too frequently
59. Metrics Within Admin Panel
Post Level Page Level
Reach Likes
Engaged Users Demographics
Talking About This Like Sources
Virality Referrers
Tab Views
Check-ins
62. Metrics Within Page Level Export
65 Tabs of Data!
Daily, Weekly, 28 Days Negative Feedback
Talking About This Like Sources
Stories
Viral Reach by Story Type
Likes, Unlikes, Friends of Fans
Viral Impressions by Story Type
Engaged Users
Total Reach Frequency Distribution
Organic Reach Talking About This by Story Type
Paid Reach Interactions by Type
Viral Reach Consumptions
Impressions Likes Detailed Demographics
Organic Impressions Reach Detailed Demographics
Paid Impressions
Talking About This Detailed Demo
Viral Impressions
Logged-In Views External Referrer
Check-in Details
70. Stats to Check and Compare
Analyze several months of data…
Consumers by Post Type
Stories by Post Type
Shares by Post Type
Negative Feedback
What trends are you seeing?
71. Analysis Considerations
Do you promote posts?
Consider separating that data
Compare Apples to Apples!
72. Recommended Ratios
Consumers vs. Page Likes
How many people clicked anywhere within my post in relation to
number of Fans?
73. Recommended Ratios
Engaged Fans vs. Page Likes
Fan Impressions vs. Page Likes
Fan Reach vs. Page Likes
Fan Stories vs. Page Likes
Fan Talking About This vs. Page Likes
What percentage of my Fans did X?
74. Recommended Ratios
Consumptions vs. Impressions
Consumers vs. Reach
What percentage of those reached clicked on this post?
