Analytics of Facebook Ads

Friends in the last topic we saw about LinkedIn Ads, we saw how they work. We took a better understanding with the help of a live hands-on demo.

In this unit, we will understand about “Facebook Analytics”.

We will see the types of analytics available on facebook, what all can be measured.

And with the help of a Live Dashboard I will help you understand how different things are measured on Facebook

I hope you can see my screen, this is the dashboard of analytics and insights.

We have a lot of options on the left side like “Likes, Reach, Page views, actions on page”

That is what actions are performed by the users on our page. All these can be viewed from here.

Under this “People“ section as you can see, the largest audience on my facebook page are “Men” within the age group of 25-34. This is approximately 33% of the overall audience base. And the highest login or traction that takes place is through the mobile device. I can get an idea of all of this information from the facebook insights.

If you scroll down a little, you will see this section “Reach”. Here you can also select a day and a date like I have selected “May 3 to May 9”

So during this duration of May 3 to May 9, my facebook reach is 6,292 which means that my content has reached out to these many people. And 4,768 has been the post engagement.

If you see the last section of “Videos”, there has been a total of 17 video views on the video content I had published which is 467% up if we compare it with the previous day rate.

So this is how the “Facebook’s analytics and insights” looks like and is made visible to you as soon as you login.

There is one more important thing that we need to know as we move further. Let us understand it step by step and that is “Facebook Likes Growth”.

Overall this will help us analyse and understand, how much were the likes on our facebook page and where has it reached now.

From this particular section I can change the dates too. I can select the dates from here and I can check out the “growth of likes” for any particular month like March or April or for any month too.

 Let us move ahead a little and try to understand what all were the “Like Sources”

From where did we receive these “Likes”

Have they come through ads or through suggestions or have they come from the page or have they come from the desktop or through shares. So all these can be understood from my facebook page as a part of measurement metric.

Then we have is “Reach”

Right?

If you want the definition of any analytics or insights, then you can find below this as it is mentioned there. I will also show this to you through a live dashboard.

What is the definition of “Post Reach”?

Now again, this is an important interview question.

So you must know the difference between “Reach and Impression”

What is reach and what is impression - you must know.

And all other related concepts should also be very clear to you.

I hope you are able to read the definition of post reach from my screen.

“The number of people your posts were served to”

That is, to how many people did your post reach out to, that is called “post reach”.

Now this reach is divided into 2 parts: “Organic” which is non-paid and the other is “Paid”

So you will have 2 different benchmark categories - organic and paid.

As soon as you click on either of these, facebook will make that reach visible to you.

Then we have is “Engagement Breakdown”

“Reactions, Comments, Shares” - all these are a part of Engagement breakdown.

That is how many people engaged with your content, how many reacted, how many commented or how many shared them - all these details are made available in Analytics.

Then we have “Total Activity Reach”.

If i have to define “total activity reach”, then its definition is”

“The number of people who were served any activity from your page including your posts, posts to your page by other people, pages like ads, mentions and check ins.

So the total activity reach means if a user has performed any activity on your page then we consider that under “total activity reach”.

As post reach is divided into 2 parts - Organic and Paid.

Similarly “total activity reach” is also divided into 2 categories: organic and paid.

You can select either of these and facebook will show the relevant results to you.

Now, this is an interesting insight and that is “Best time to post”

Facebook also tells you when your facebook’s fan audience is online the most.

Right?

As you can see from my screen, around 1 pm most of the people are online and the other peak that is available to you is around 10 pm.

So what can be the best strategy?

As now you know when is your maximum audience live and when is your audience online, you should publish your content a little ahead of that time. For example publishing a post a little ahead of that time will generate maximum benefit and organically you can reach out to your audience.

So here in this case around 1pm the audience is live, so your strategy should be to publish your content around 12:30 pm. And if you wish to publish your 2nd post then you should do so at around 9:30 pm that is a little before 10pm. Thus the probability of receiving organic reach and traffic increases tremendously.

“Target Audience breakdown” - from where the audience are coming to your post or viewing your post.

From Ahmedabad we have around 7500 fans

From India we have around 22000 fans

We also have fans from other countries too.

Then we also have fans from Baroda, Surat, Pune, Rajkot.

What languages do they speak? - all this data is also available here.

Predominantly, the maximum audience base comprises of male gender. Females are only 18%.

And the audience available on the page are within the age bracket of 25 to 34.

This is how you can get the breakdown of the target audience.

Friends, let us check out the live dashboard and understand how all these work.

Now we are on the live dashboard.

As you can see on my screen the view of the dashboard.

On the left hand side, many new segments have been added like

“Business Suite”

“Likes”

“Reach”

Similarly,

“Actions on Page”

“Page Views”

“Post reach”

Is available with us

It also displays the 5 recent posts and along with that it also shows the engagement and the reach.

Right?

And if we click on “See all posts”, then all these options are made available to you.

This helps you to figure out which post has worked the best for you.

Got it?

For example if I look with the perspective of Reach, then this particular post that we had published has got the maximum reach. Approximately a reach of around 200

And this post had got around 1500 reach.

Thus, you will be able to check out the best performing post.

So as you are able to check out for the best performing posts, you will get to understand which content works the best for your audience.

And as soon as you understand this, you will be able to create such content that the audience will want to consume and thus slowly and gradually you can improve the engagement of your page.

Thus, this is a very important analytics of Facebook

Also we discussed a while ago about the duration of the day when your fans are online, this too is a very important feature.

This also offers information day wise .

For example, on a Sunday 1,137 people are online

The highest people are online on a Tuesday which is 1,156

And as we see from my screen, towards the end of the week it goes down and takes a dip.

Also we can see that maximum people are online at around 9 am and then at 11pm that is towards the later part of the day.

In this manner, you can dig deeper into the analytics and try to understand how facebook showcases your content.

So here on the left you can see a lot of options. Feel free to click on any. For example, here I am clicking on Reach.

You can find the definition of any of the metrics below it.

We have the definition of “Post Reach” and that is:

“The number of people who saw any of your posts at least once.”

So this is the actual definition of “Post Reach”

And if I click on “Organic”, I shall get the details of organic and if I click on “Paid” then I will get that of Paid only.

From here, I can change the section as well.

For example,

I want to see the data for the entire year of 2021.

And for organic, I will get the organic details like this.

We don’t have anything in Recommendation.

Then we have “reactions” - that is, How have reactions grown on my page.

And we also have a breakdown in Reactions and they are:

Like

Love

Wow

So you can check them out too.

Then we have “total reach”. In total reach too you can check out by clicking on the benchmark.

Friends, this in a nutshell was all about facebook analytics.

We also saw this in detail with the help of a Live dashboard.

We also have a lot of options available here, you can check all of them.

I would also want to discuss about the option “People”

So this section of “People” is divided into 3 parts:

One is “Your Fans”

So if you have a facebook page and you have around 10,000 fans in it.

Right?

So this shows the breakdown of those 10,000 fans

Second we have is “Your Followers”

What does “Your followers” mean?

The number of followers of your facebook page.

So people can like your page and people can follow your page.

Facebook offers both these options to you.

So this breakdown is of your followers.

And the third section is of “People Reached”

That is, “the number of people who had any content from your page”

Not necessary that they should be the followers of your page or your fan.

They can be anything. They may not be your fan either. Still your content can reach out to them.

Got it Friends?

So this is divided into 3 sections, and I would strongly recommend you to explore it. You will find this a very important and an interesting section.

From here you can get to your ads and explore more data about your ads.

With this out, this session of Facebook Analytics comes to an end.

If you have any queries or comments, then click the discussion button below the video and post there, this way you will be able to connect to fellow learners and discuss the course. Also our team will try to solve your queries.

That is all for today. In our next session, we will learn about “Instagram Analytics”. What all analytic features are available with Instagram will also be a part of our next session.

See you soon. Good Bye