Most small businesses that use Facebook for marketing do not know how to measure the efficacy of their efforts.
Marketing Attempts on Facebook
It’s important to have a clear idea of what you want to accomplish with your business’ Facebook campaign before you begin creating content.
When your plan is in motion, you must have a method for gauging its success in achieving its stated objectives.
When evaluating the effectiveness of a Facebook marketing campaign, many companies new number of “likes” focus on their fan page.
While social media likes are useful indicators of client engagement, a deeper knowledge of your audience is essential.
The majority of a company’s Facebook admirers are not in the immediate area, thus they are not likely to become actual customers, reports Business Insider.
It’s a good thing that there are many resources available to help you fill in the spaces. Several analytics programmes will provide you with information about:
- Amount of traffic to your site
- The amount of content-sharing users
- Duration of visit to the page
You can’t hope to gauge your Facebook campaign’s success without this data.
Find out if your fan page is actually producing results by analysing the data provided here.
If it isn’t, you know it’s time to promote your page more or rethink its structure.
Facebook Insights and Google Analytics are the two most popular analytics tools for the social media platform.
If you want to get a whole picture of your campaign’s performance, you need data from both of these, thus I recommend including them both on your website.
Each is briefly described here.
What We Learned From Facebook’s Analytic Tools
You can find out how your fans are interacting with your page by using Facebook Insights. Using Insights, you can track the growth and engagement of your user base over time.
The number of times your work has been shared and the number of comments attached to each share are both viewable.
Thanks to Facebook Insights, you can learn a great deal about your audience’s make-up. As an example, you may utilise Insights to observe how many male visitors are interacting with your site if you’re marketing to guys.
You may get this data in the “Insights” section of your Facebook account.
Metrics from Google
In comparison to other analytics tools, Google Analytics doesn’t provide you nearly as much demographic data about your audience. Yet, it offers a wider variety of dimensions, such as:
Visitor retention rate is the total amount of time people spend on your site.
Where people are physically located when they visit your site.
Other than that, Google Analytics will offer you with some of the same data that Facebook Insights does, such as the amount of social activity.
Nonetheless, its overall level of detail in this regard is inferior to that of Facebook.
Unlike with a website, you can’t just copy and paste the code for Google Analytics onto your Facebook page.
It’s recommended that you integrate both Facebook Insights and Google Analytics onto your Facebook profile.
Facebook Insights focuses on a smaller subset of data but does so in greater detail. By combining the data from these two sources, you can gain a more complete view of how people are interacting with your site.