Measurement Basics for Facebook Pages

For all the work you put into running your Facebook page—updating statuses, responding to comments, updating information, creating events, answering messages, posting pictures, interacting with others’ posts—sometimes you might wonder just what it is you’re doing on your computer when there are so many other aspects of your business to worry about. Hey, we get it. But the power of Facebook and its humungous audience is not to be ignored. Fortunately, there are ways you can track how effective your Facebook campaign actually is.

There’s the immediate, of course. Just monitoring what type of posts garner the most likes and comments from your community can go a long way in determining what works and what doesn’t in the content that you share. Did attaching a photo to that update on your holiday hours generate more engagement than last year’s post with no photo? Bingo. That’s an easy one.

But Facebook has a bevy of tools that allow its page administrators to get deep in analytics. Monitoring how many likes a photo receives is just scratching the surface. We call them metrics and what they allow us to do is track nearly every aspect of the Facebook experience.

There are three main metrics that are the basics of Facebook’s Page Insights tool, easily accessible through your page admin tab. These are Page Likes, Post Reach, and Engagement.

In Page Likes, Facebook shows you not only how many likes you have in total but how many you received this week vs. last week.

FB Insights 2


With Post Reach, the metric allows you to monitor both the total reach of your posts throughout the week—just how many people saw your post in their news feed—and also the number of people per post.

FB Insights 3


In Engagement, you can analyze the action-related results of your posts. Engagement numbers are the metrics that show how many people clicked on a post, liked it, shared it, or left a comment.

FB Insights 4

In utilizing the Page Insights tool, Facebook users are better equipped to view and analyze the effectiveness of their posts, enabling them to make any changes necessary for fostering a more engaged community. It should give you a better idea of just how much you’re getting in return for all that work you’ve been putting in.

FB Insights 1

Three Actionable Insights from Google Analytics

Analytics are amazing tools that allow you to gather valuable insights about nearly every aspect of your business’s website. For example, you can look up the language, country, and city of every visitor to your homepage. This can be a very influential bit of data, one that may determine where you spend your advertising dollars.

What’s even more amazing is that Google offers web analytics for free. While there are other analytics services—some that even offer more data—there might not be a better bang for your buck than Google. Because, you know, it’s free. But also really useful. Here are three actionable insights found with Google Analytics.

Bounce rates: These are especially handy bits of data. Bounce rates allow you to observe how many visitors view your website without ever interacting with it. This may mean that the information they were looking for was found immediately on the homepage but it could also mean that there are design and usability issues with your site. Design and usability issues are fast ways to lose a customer. By analyzing what doesn’t work about your website, you can then take the steps necessary for fixing it, hopefully increasing visitor interaction—and, eventually, sales.

bounce rate photo

Conversions by device: Another analytic that we like ’round these parts is the ability to see conversion rates by device, i.e., desktops and tablets. Curious how your website holds up on someone’s smart phone? In observing this data, you’ll be able to glean valuable insights from data points like number of visits and conversion rates made by people visiting your website through their mobile device. Is one device not making numbers like other devices are? Maybe you need to go and re-design that mobile site.

404 alerts: Of today’s three actionable insights, this is the easiest to fix. A 404 Not Found error is when a webpage cannot be found. Google Analytics allows users to set up a 404 alert, sending a message to you if your website crashes. It’s a proactive approach to your site, eliminating the need for you to rely on good samaritan visitors who email you when a page is down.

Photo by cambodia4kidsorg

Photo by olarte.ollie

Book Review: The Visual Organization by Phil Simon

We are inundated and surrounded by Big Data. So much so, that it is very difficult to wrap your mind around how to use all the information that pelts us from all directions every day. Understanding how to use Big Data is becoming imperative for organizations and data visualization is the method to turn data into understandable information. In Phil Simon’s latest book, The Visual Organization, he uses easy-to-understand explanations and real-world examples from a variety of organizations to help you visualize (pun intended) how your organization could use data visualization. Starting with an example of how a data visualization company made it big, Phil shows how the rapid innovation and quickly changing industry of d.v. has opportunities for big disruptions in every field. Organizations of every kind and size would find this book a helpful primer and resource on the way to becoming a visual organization.

Why & How to Use Data Visualization

Divided into four sections, The Visual Organization is a pleasant and interesting read straight-through, but also allows more experienced individuals to skip to the most important sections. You will get an understanding of what data visualization (d.v.) is, why you should care, why some level of d.v. is vital for every organization and how higher levels of d.v. can improve your business strategy by better informing key decisions. One size does not fit every organization, especially for tools. Phil discusses a variety of data visualization tools from large enterprise vendors, open source tools and design firms.

What is a Visual Organization?

Key to becoming a visual organization is understanding what one actually looks like, beyond just concepts and tools to making d.v. an integral part of how the company operates. Phil uses real organizations in his case studies, which include large companies, small companies, non-profits  and show many different ways to leverage d.v. to improve how the organizations operate.

Become a Visual Organization

Becoming a visual organization goes beyond just purchasing some d.v. tools, and Phil discusses steps, strategies, tips and insights to help you put d.v. into practice with a 4 level framework. Understanding what a visual organization would do when making business decisions is key to properly implement data visualization and Phil will help you navigate mistakes, myths and challenges in a real world execution.

Data Visualization Tools

As more data visualization tools come to market, the ability to analyze the wealth of information organizations collect will not only become easier, it will be vital to staying competitive. The easier it becomes to get good information from so much data, the more companies will start to leverage data visualization.  Get ahead of the curve by reading Phil’s book to understand the how, what, and why of using data visualization for your organization.

Buy Now: 

(links to the book on Amazon are affiliate links — feel free to use them, or not)

Use Device Analytics to Engage Your Users

shutterstock_188406302 copySome 47 percent of companies plan to increase their investments in business and Web analytics this year, according to an Econsultancy survey. Meanwhile, demand for analytics skills will drive spending on big data services up 30 percent to $14 billion, International Data Corporation reports.

Companies are investing in analytics because it brings measurable results. Paperchase reported that applying analytics generated a 23 percent boost in online sales, notes Internet Retailing. Many companies are focusing their analytics efforts on tracking standard marketing and sales data such as keyword popularity, demographic information, and ad performance. But when tracking these variables, don’t overlook the value of cross-tracking user engagement across different devices, browsers, and social media.

What Devices Is Your Market Using?

Marketland’s latest summary of data collected by comScore and Chitika shows the importance of tracking device usage. Android holds a commanding lead of 52.3 percent in U.S. device market share, followed by iPhone at 41.4 percent. However, iPhone generates the most mobile Web traffic from smartphone ad impressions, claiming a 53 percent market share to Android’s 44.5.

Such differences point to some important underlying demographics, notes Bikini Marketing. American males prefer Androids over iPhones 31 percent to 24 percent, while females are evenly split. Users 55 and over prefer iPhones, while younger age groups use Androids. Consumers earning more than $75,000 are more likely to use iPhones. All of this translates into iPhone users outspending Android users, accounting for 57 percent of mobile commerce to Android’s 43 percent. Depending on what you’re selling and who you’re selling it to, device preference might be an important item to track.

What Browsers Are Your Buyers Using?

Browser preference is another item to keep an eye on. Computerworld reported in May 2014 that while Microsoft Internet Explorer dominates the desktop browser market, Google’s Chrome browser is growing fastest among mobile browsers. If you’re a marketing consultant selling a product or service geared towards mobile users, such as T-Mobile network coverage, you might consider prioritizing how Google Chrome audiences respond. On the other hand, if you’ve got a niche product aimed at office desktop users, such as an enterprise office suite package, tracking the IE segment of your market might prove relevant.

Where Are Your Social Followers Hanging out?

Meanwhile, as the battle of the browsers unfolds, Facebook has unleashed App Links, which enables deep linking from one mobile application to another without opening a website, bypassing browsers entirely. This underscores the potential importance of knowing which social media platforms your target market is using. Pew research published at the end of 2013 showed women were four times more likely than men to use Pinterest, a trend retailers such as Target and Nordstrom are using to their advantage. Meanwhile teenagers are migrating from Facebook to Instagram, Piper Jaffray’s semi-annual study shows, even as Facebook usage among adults 65 and older has grown 10 percent over the past year, Marketing Charts notes.

Understanding Facebook Boosted Post Metrics

Cardboard rocket

Cardboard rocket (Photo credit: Matt Biddulph)


As you may be aware, Facebook is making it more difficult for companies and organizations to engage directly with their intended audiences.  To counter this (and to make revenue), Facebook offers the ability to boost an individual post so that it shows up in the news feed of your intended audience.  These boosted posts can be fairly low-cost, with a minimum boost of $5 per day.  So how well do these boosted posts perform and what sort of metrics does Facebook provide? To find out, I boosted a post on Lady Paragon’s Facebook page (a site I run with my sister for Women in STEM careers).

Facebook Post Pre-Boost

Here’s what the post looked like before I boosted it:


The metrics we see are:

  • 1 person liked it (red circle)
  • There was 1 share (green rectangle)
  • 976 people saw the post (blue rectangle)

I boosted this post for 1 day at a budget of $5 and targeted fans & friends of fans of Lady Paragon’s Facebook page.

Facebook Boosted Post Metrics

Here are the metrics after the boost:


The metrics provided are:

  • 4 people liked it (red circle) — 1 was from before, which Facebook properly reports in the red circle in the How people engaged with your post section.
  • 1 share (green rectangle) — this was from before the boost
  • 3102 saw the post (blue rectangle) — Facebook reports that 2079 were from the boost in the Paid Reach box.  You can also see the percentage of paid to organic in the box with the 3102 — blue was organic, green was paid
  • 4 link clicks (purple circle)
  • Engagement of 7 — this is the number of link clicks added to the number of post likes

Facebook Post Insights

When you look at the post in the page Insights, you see the following metrics (more recent data):


The orange bar shows the number of people who viewed the post, divided into lighter orange for organic, darker for paid.  3.1K is pretty close to the 3102 mentioned above.  218 is the number of post clicks and 116 is the number of likes, comments and shares. This is very interesting. Either the boosted metrics didn’t include some of the stats, boosting the post helped increase the organic reach and engagement, or the post received an unusually high number of engaged traffic from some of the people who saw it (remember that when someone likes a post, their network sees that they liked it, at least for a short time period).

Hypothesis: Boosting a Post Improves It’s Organic Reach & Engagement Too

I boosted another post on the same page (same budget $5) and got the following results:

  • 1331 Paid Reach
  • 5 Engagements – 3 link clicks, 2 post likes


According to the post insights, the post  got 15 post clicks and 4 likes, comments and shares.  Not nearly as high, so there probably is a difference in the influence of the people who engaged with each post.

If we look at the Google Analytics traffic to the actual post on the website (April 2-April 22), the April 2nd post (Jessica Kirkpatrick) had 338 pageviews (20 from Facebook), while the April 9th post (Kate Synder), had 93 pageviews (77 from Facebook).

Conclusion: Unclear, More Results Needed

The results do tend to show that a boosted post receives more organic engagement, especially if there are people with good influence that do engage with the post.  Using good targeting to reach the right audience to improve engagement on a boosted post may provide the most beneficial of results.  More testing is needed — I’ll continue to monitor my efforts.

What have you found with Facebook boosted posts?

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What You Want to Know Will Dictate What You Measure

Google Analytics Hacks

Google Analytics Hacks (Photo credit: Search Engine People Blog)

With so much data, it’s so easy to get caught up in all the numbers. Looking at the wrong numbers will result in faulty analysis and recommendations — you may fix things that aren’t broken, or not fix things that are. Or you may think you have the right solution to a problem, but not even be looking in the right place. While it may seem obvious, taking a step back to understand what you want to know first will help you choose the right measurements.

Step 1: State What You Want To Know

The first step is to state what it is you want to know — without using any measurements or metrics at all. For example, if a website has several links to its Careers page on the homepage, ‘We want to know what place on the homepage is sending the most traffic to our Careers page’. This is quite different from ‘We want to know where the most traffic is coming from that enters the site on our Careers page’. One is about the design of the homepage and the marketing there — the other is about external marketing efforts to the Careers page. We’re going to stick with the first for our example…

Step 2: Refine Your Data Needs

Now that we understand what we want to know, we can further refine our data needs to see if we have the right measurement in place. When we look at the homepage, we can see that there are actually 4 places that someone could click through to the Careers page: 1) Menu at the top of the page 2) Linked text in the middle of the page 3) Ad box in the sidebar 4) Menu in the footer of the page. Ok, so now we know there are 4 possible links a visitor could click, so in order to answer our ‘what we want to know’ question, we have to be able to tell the difference between each of these 4 links.

Step 3: Know Your Technologies

Unfortunately, the next step is fairly technical. In order to know if you can distinguish between the 4 links, you need to know 1) how your analytics package collects data and 2) how the links have been coded. In the case of Google Analytics, it treats all data that goes from one page to another as the same, if the links are the same (with a caveat explained in a second). This means that to Google Analytics, it can’t distinguish between the 4 links on the homepage in terms of how much traffic each sent to the Careers page. But there is hope… Google analytics allows you to add tags to links that can help you distinguish where traffic is coming from to the same web page. Which means that if the links were coded with these tags, the data will already be available. And if not, it can be if they are added. Other analytics tools may collect data differently and your content management system (CMS) can also impact how this works.

Step 4: Zero In on the Right Information

So now that we know what we’re trying to measure, what data refinements we need, and how our web technologies work, we can zero in on the right information in our analytics tool. In Google analytics, we’d look for traffic to the Careers page from each of the 4 tags on the homepage to provide information about what place on the homepage is sending the most traffic.

Good Measurement is In the Details

While this may seem complex, the first step — knowing what you want to know — is really vital for communicating your measurement needs to those that may help provide you with the metrics. Without this refinement, you may get back the wrong metrics, or your technologies may not be setup properly to provide them in the first place.

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Getting Caught Up in The Wrong Numbers


Numbers (Photo credit: RichardBowen)

Numbers, Numbers everywhere! With every social network we sign up for, and every online service we subscribe to, we’re given numbers measuring everything from followers to likes to page views.  It’s so easy to get caught up in all these numbers and to start to try to make them bigger and better.  Bigger is better, right? While internet marketing does provide fairly easy measurement tactics, it’s vital to focus on the numbers that are important to your business and its goals.

Tie Measurements to Goals

Numbers that aren’t directly tied to goals are nice, but may obscure focus from what’s really important.  Look for measurements that will allow you to directly understand how you’re doing on your way to your goals.  Secondary measurements that help you understand what tactics are working, and how are also important.  These measurements, primary and secondary key performance indicators, are what you should focus on improving.

Measure with Value

Measurements need to help you understand how your business is doing.  Look for measurements tied to your goals that provide value in understanding how you’re doing — how each tactic is working and how it can be improved. Valuable measurements tend to also be easy to understand, but there are measurement tactics that do need more analysis to be valuable. The key is to do whatever number crunching or analysis needs to be done to make a measurement valuable — otherwise it’s just a number.

Measure to Drive Action

Measurement without action is useless. Measurements need to be analyzed to provide insights that can be acted upon. A good metrics will help you understand how your tactics are doing and what you should improve. It may take analysis to get to the point of actionable insights, but if a number doesn’t provide any insights, it’s not the right number.

Continuous Measurement for Improvement

Just like marketing and sales, measurement is something that has to be done constantly to be valuable to the business.  If you just look at some numbers every quarter, it’s hard to know if what you’re doing is helping you achieve your goals.  While it’s not necessary for most companies to measure daily, regularly measure and analyze to provide recommended actions for your business to take to improve performance.

How do you measure success for your internet marketing?

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Social Media ROI is Always a Number


Numbers (Photo credit: RichardBowen)

Wishy-washy marketers may try to tell you that Social Media ROI doesn’t matter, or that it’s about the conversation, or some quirky statement asking how you measure a phone call.  But ROI of any marketing does matter, especially to decision makers (whether your boss or your client).  People want and need to know how well any particular marketing tactic is working, so they can make decisions about what to improve and on what to spend money. Nichole Kelly has a great article over on Social Media Explorer about how to apply ROI to social media:

So how do we fix it?  We’re going to have to accept our reality that we need to be able to tie social media to an impact on customer acquisition. Sure you can tout customer service savings and other types of cost based results, but you’re going to have to bring a huge volume of conversations for that savings to really mean something to the leadership team. But the minute you start generating leads and adding new customers with a reasonable volume at at a reasonable cost, ears start to perk up.  Social Media ROI is Nothing But A Numbers Game by Nichole Kelly

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Data-Driven Customer Experience as a Competitive Advantage


ETMS (Photo credit: Wikipedia)

Companies are always looking for competitive advantages — what can make them stand out against their competitors.  Using data and analytics to drive customer experience improvements can be a long-haul competitive advantage — increasing conversions and repeat business. While some data analysis can be complex, there are a number of metrics that a business can look at to see basics like where website traffic is coming from and where people get stuck during the conversion/sales process.  Econsultancy has a great roundup of why data-driven customer experience is important and what to look for:

Great customer experience is one of the hardest things for your competitors to copy.

A strategy of continuous improvement can offer clear differentiation from competitors.

However, it’s only when we measure what customers are actually seeing and doing when they are interacting with our digital channels, that we can understand where they might have issues or unmet needs.

Rather than theorise about potential problems or rely on closely monitoring small samples of test users, we need to let the data lead us to areas of concern. — Data-driven customer experience is tough to copy by Geoff Galat

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Five Free Tools for Startups to Measure Impact of Online Videos

Video camera in action.

Video camera in action. (Photo credit: Wikipedia)

There are a lot of fancy tools which are being used by experts to track the progress of their video marketing campaigns. Most of these tools are very costly (but worth the price!), but are an investment you don’t really need yet. If you are a startup company and would like to limit the expenses of your video marketing campaign, you can use the tools below to measure how your videos do online.

Youtube Video Analytics

Youtube has a very detailed reporting tool on measuring the performance of your videos. You can track the views of your video, the people who comment on your video (since Google+ comment integration), the engagement with your audience, playtime, audience retention,  and etc. Youtube Video Analytics can even track videos which are embedded to a website or a blog. The engagement report is also another treat for marketers. Youtube is not only a video repository, it is also a social media platform. Thus, it is a platform that any marketer wouldn’t dare ignore.


Vimeo offers a very simple tool for tracking the views of your videos. There is a premium tracking tool with more measurements, but if you just want number of views, the free tool is fine.  When considering choosing between Vimeo and Youtube, I suggest that you give both a try. However, Youtube and Vimeo each cater to unique set of audiences. Vimeo users focus on creating creative shorts. Youtube is a social media platform and has a very powerful mob rule. The Youtubers are interested more in the entertainment value while Vimeo video watchers are more interested in creative and aesthetic content. Study your audience and determine which platform they use the most.

Most of marketers post their videos on social media platforms and forum sites. To measure the click rate of your social media headlines and post, you can use also has a very simple yet useful analytics. You can track what time a person clicked your url, their location, and date. This will help in identifying your audience. is one of the most exciting free tools to measure your campaign. Why? It gives you clear figures on how your videos do on social media sites. That includes Facebook likes, Facebook shares, Facebook comments, tweets, Google+ 1s, Diggs, Pins, LinkedIn shares, Delicious bookmark, StumbleUpon counts, and Reddit bookmarks. It can also track your Youtube views, like, dislike, and even the number of Youtube comments. This tool can clearly outline the progress of your social media campaign using your video. You can track as many as 50,000 links per day.

Google Analytics

Google Analytics does more than just track the pageviews that you have.  If you’re wondering if your audience does watch your Youtube embedded videos on your website, you can use GA to track the activity of your audience. Here’s a guide on how to do Youtube tracking on your website.

 Online Video Measurement Tools

By maximizing the use of these tools, you won’t need to spend any premium account on other tracking services. Measuring the performance of your videos online is important to have a clear idea on how you can improve your campaign. As a startup business, aim for measurable, actionable, and definite measures in developing your marketing campaigns.

Author Bio:

David Jenyns is an internet-marketing expert an amazing team that can offer valuable video marketing content for your business. You can check out his website  Melbourne Video Production for more information. Follow him on Twitter and Facebook.

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