The Facebook Marketing Book

Chapter 12. Analytics and ROI

As with any marketing efforts, closely tracking the success of Facebook marketing is extremely important—not only to justify your investment but also to improve your future work. Facebook itself includes a robust analytics platform known as Insights, which allows you to gather information about your Pages, applications, and ads. You should also be aware of how your Facebook marketing campaigns are affecting the performance of your properties outside of Facebook. This chapter teaches you how to do both.

Figure 12-1. Facebook’s Insights platform allows you to see basic or detailed information about the performance of your Pages.

Insights for Page

Facebook’s native analytics platform, Insights, allows you to access detailed information about fans of your brand that is otherwise very difficult or expensive to obtain. Navigate to your Page, and you’ll see a link to the Insights Page in the left sidebar. Basic user statistics available through Insights include daily and monthly active users, daily new likes, and total likes over time (Figure 12-1). These metrics are fairly shallow, but they’re a great way to establish and monitor trends, especially your rate of daily new likes and daily active users. Generally speaking, as long as these benchmarks are all increasing, you’re headed in the right direction. The basic interactions data will look much more variable ...