Chapter 4: Analyzing Facebook Metrics

In This Chapter

  • Keeping tabs on users with Facebook Insights
  • Using Facebook Insights to improve content
  • Downloading Insights data
  • Understanding the Insights Overview Dashboard
  • Diving into Insights detail pages

You've created a spiffy Facebook Page, added a couple of bells and whistles, posted regularly to your Timeline, responded to comments, and recruited Likes. One of your goals was probably to drive more traffic to your website. But how do you calculate the fruits of your efforts? Almost all analytical packages provide this information — typically, in a section called Referrers or Traffic Sources.

In this chapter, we show you some ways to measure the effectiveness of your Facebook presence using Facebook's own analytics package, called Insights. For more information on Facebook for marketing, see Book V.

If you've enabled Google Analytics for your website, you can find more about incorporating Facebook metrics in Chapter 1 of this minibook.

Monitoring Facebook Interaction with Insights

Facebook offers four forms of analytics, which it calls Insights:

  • Page Insights: Shows performance of your Facebook page, including engagement, reach, and demographics
  • Domain Insights: Explores the interaction between your website and Facebook
  • App Insights: Displays performance for your web and mobile applications
  • App Events: Shows actions taken by app users; also profiles those app users so that you can improve the targeting of your custom audiences and increase ...

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