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19th April 2012 |  Written by Steph Goodman

A Guide To The New Facebook Analytics

Ever wanted more data from your Facebook ads? Well the time has come – Facebook have released several changes that will have a huge impact on the performance of your brand page and ads. By improving these analytics Facebook are looking for increased investment by brands, allowing them to compete with Google Adwords. No doubt this increased ad spend is to coincide with the expected IPO on the 17th May.

 

Develop Goals For Each Ad

If you’ve used Adwords or Adsense before you’ll be familiar with seeing conversion reports where you set specific actions such as clicking ‘buy now’ or purchasing a product. Now Facebook are rolling this out for Facebook ads. You can now run a Facebook campaign more strategically by being able to set goals with each advert, for example the no. of people who have replied, tagged themselves or possibly how many checkins & likes you’ve obtained.

Track Users App Actions

This will only be beneficial is you’ve got custom apps for your page and you’re using Facebook to increase traffic through ads. The update allows you to see the actions people take within the app, that you set within your ad goals. This is great as you’ll be able to differentiate between organic vs. paid traffic. Although Facebook may have potentially shot themselves in the foot here as you’ll be able to track how many users are using the app via Facebook ads – you’ll then be able to understand if you’re generating quality traffic.

More Analytics Over Time!

Another great feature is Facebook are increasing the analytics section for an ad. You can now track a user’s actions, for example if a user clicks on the ad you’ll now be able to track whether they made a comment etc. This gives us even more data to work with and optimise each ad…something I’ve personally been looking for a while!

Measure Facebook Offers

As Facebook continues to roll out offers globally, brands are running special offers & coupons (example above from Simply Zesty) to market their products. With the new Facebook analytics update, you can now match this with your advertising campaign. You’ll now be able to see how many people have actually ‘claimed’ your offers, enabling a brand to track ROI effectively.

Facebook Commerce Will Be Trackable

There have been lots of articles recently about the effectiveness of Facebook commerce, and how brands are shutting them down. The two main problems are being able to generate sales and how a brand can measure this performance. The proposed change will allow you to track which buttons users are clicking on within an app or page, and which of the ads drive this traffic. Another great way you can measure ROI effectively and see if commerce actually works for your brand.

Conversion Rate Optimisation For Facebook Page Or App

As you’ll be able to track more actions within the Facebook page and app, brands will now have the opportunity to optimise a page. This will allow you to experiment with calls to actions throughout your page and apps to develop which works better for your brand. The only downside is you’ll need to spend even more time analysing the performance of your ads – but more data is something I’ve always wanted…

Will these changes affect how you use your brand page, let me know by leaving a comment below. Nearly all PPC teams focus purely on Google – something that will change very soon…

Your Comments

  1. It’s not before time that Facebook gave advertisers and businesses some better tools. A great insight into these new features. One big issue still remains for me and many businesses and that’s the point about Facebook users go on Facebook to be social and not to buy and I’m not sure Facebook ads, as targeted as they can be, are the best route to market.

  2. Thanks Darren, definitely agree with people going on Facebook to be social and not to buy but somehow we still get sucked in by brands. Facebook advertising doesn’t work for everyone but gives brands a great opportunity to target demographics rather than keywords…be interesting to see how brands start using all these new features!

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