4 Tools to Use Instead of Facebook Analytics - Hootsuite Blog

Facebook Page analytics can show you what actions people take on your website, from interacting with posts to clicking on your contact ... Skiptocontent WhyHootsuite WhyHootsuite Whatmakesustheindustryleader Wherewe'vebeenandwherewe'regoing Howwe’redifferent Ourcommitmenttoeducation,yourbusiness,andtheworld Hootsuiteinthenews Whatwe’reuptonow MeasuretheROIofyoursocialmedia Getstartedwithsocialcommerce 5stepstoelevateyourbrandwithsocialcustomercare WhatWeDo WhatWeDo Publishandschedule Planyourpostswithease Engagecustomers Manageincomingmessagesfrommultiplesocialchannels Monitoractivity Stayinformedaboutmarkettrendsandcompetitors Advertisecontent Promoteyourorganiccontentandmanagepaidads Analyzeresults Measureyourresultsacrossallsocialnetworks HowaSocialMediaMakeoverHelpedaSmallBusinessDrivea108%IncreaseinSales Readcasestudy Seeitinactionwithafree30-daytrial Signupnow Pricing Resources Resources Learn Academy Industry-leadingcoursesandcertificationstoadvanceyourskills. Blog Tipsandtricksfromtheworld’smostwidely-readsocialmediamarketingblog. ResourceLibrary Researchandinsightsthatwillhelpguideyoutosuccessonsocial. Connect Webinars Interactivesessionswiththebrightestmindsinsocial. Events New! JoinusforsomefunonlineandIRL. Support Helpcenter BrowsehelparticlesandFAQs ContactSales Gethelpfromourteamofexperts FAQ AnswerstoallyourquestionsaboutHootsuite 16SnapchatStatisticsThatMattertoMarketersin2022 ReadtheArticle Needhelp LogIn Signup FacebookisdiscontinuingitsofficialFacebookAnalyticstoolasofJune30,2021,buttheplatformstilloffersmanyotherwaystocollectvaluableinformationandinsights. We’regoingtogetrealwithyou:ifyourbusinessisonFacebook,youneedtobeusingFacebookanalytics.Fullstop. Ifyou’renotcollectingdataandinsightsfromtheactivityontheplatform,thenyou’renevergoingtomaximizeyourimpactonthesocialnetwork’s1.62billiondailyusers. WhenusingFacebookforbusiness,it’sessentialtotakeastructuredapproachthattiesyoursocialmediaeffortstorealbusinessgoals.Facebookanalyticsprovidevaluableinformationthatcanhelpyoutrackandmeasureyourresultssoyoucanrefineyourstrategyandmeasureyourreturnoninvestment. UnderstandinghowandwhenpeopleinteractwiththecontentyoupostonFacebookisalsoanimportantwaytomakesuretheFacebookalgorithmworksforyou,ratherthanagainstyou. FacebookisdiscontinuingitsofficialFacebookAnalyticstoolasofJune30,2021,buttheplatformstilloffersmanyotherwaystocollectvaluableinformationandinsights.Andwe’reheretosharejusthowtomakethemostofeachone.(Wealsohavesuggestionsforothertools,likeHootsuite,thatwillhelpyoutrackyourFacebookperformancealongsideothersocialnetworks.) HerearetheessentialFacebookanalyticstoolsyouneedtomaximizeyourbusinessonFacebook,plusthekeymetricsthatmatter. TableofContents Facebookanalyticstools 5reasonstotrackFacebookanalytics ImportantFacebookanalyticsmetrics Bonus:DownloadafreeguidethatteachesyouhowtoturnFacebooktrafficintosalesinfoursimplestepsusingHootsuite. Facebookanalyticstools WhileFacebookAnalytics(withacapitalA)maybeshuttingdown,neverfear.Therestillarethreein-platformwaystoaccessimportantdataandinsights:FacebookBusinessSuite,CreatorStudioandFacebookInsights.Andofcourse,Hootstuite’sownsocialanalyticsforFacebookarehereifyouneedthem,too.Let’sdigin. FacebookBusinessSuite AsFacebookshutsdownFacebookAnalyticsonJune30,2021,they’rerecommendingusersswitchtoFacebookBusinessSuite,ifavailable. FacebookBusinessSuiteisaone-stop-shoptomanageallyourconnectedaccountsacrossFacebookandInstagram.AllyourFacebookbusinesstoolslivehere;it’swhereyoumanageallofyourFacebookmarketingandadvertisingactivities. Andifyou’relookingforinsightsintotheresultsofyourorganicandpaidsocialmediaonFacebook(andInstagramtoo!),you’llfindthemhereinBusinessSuite’sInsightssection. Here,youcanseemetrics,trends,andvisualreportstohelpyougaininsightsaboutyouroverallaccount,orindividualposts.Theseinsightsmightinclude… Engagement,includinglikesandcomments Demographicinformationaboutyourfollowers ReachofyourFacebookPage NotethatBusinessSuiteisrollingouttoreplaceBusinessManagerandmaynotbeavailableinyourregionquiteyet.ToaccessBusinessSuite,justlogintotheFacebookaccountassociatedwithyourbusiness—ifyou’reeligible,you’llberedirectedtoBusinessSuitewhenyougotobusiness.facebook.comondesktop. CreatorStudio CreatorStudioisasectionofFacebookspecificallydesignedforcontentcreators,compilingallposting,tracking,managingandmonetizingtoolsintooneplace.CreatorStudioisalsotheeasiestwaytolearnwhatnewfeaturesormonetizationopportunitiesyoumaybeeligiblefor. TheInsightstabwillfeaturearangeofmetricstogiveyouinformationaboutperformanceandreachofyourcontent,Pages,andearnings. WithCreatorStudio,you’llbeabletoaccessinsightslike… Newfollowers(andunfollowers!) Impressions,reach,andengagement Anin-depthbreakdownofyourviewersandfollowers Loyaltyandperformance FindmoreinformationaboutInsightsinCreatorStudiohere. FacebookInsights IsitinfuriatingthatFacebookcallseverythingonitswebsite“Insights”?Yes,yesitis.Buthereweare:ontheFacebookInsightspage,buriedwithinFacebookBusinessManager. Hereyoucanreviewcontentinsights,overarchingtraffictrendsandincredibledetailaboutyouraudience.It’sagreatwaytogetaclearpictureofjustwhoisfollowing,watchingandlikingyourcontent. Thistoolcanhelpyoudivedeepintoyouraudience,soyoucanlearnhowtoeffectivelytargetyourFacebookadsandorganiccontent. Hootsuite Whilethingsmaybealittletopsy-turvyatFacebookrightnowasitreshufflesitsanalytictools,atHootsuite,analytictrackingwillstaythesame. UserswillcontinuetobeabletotracktheirFacebookperformancealongsidealltheirothersocialnetworksfromtheHootsuitedashboard. HootsuiteAnalyticsoffersacompletepictureofallyoursocialmediaeffortsinoneplace.Thissimplifiesyoursocialmediaanalyticswork.Itsavestimeandmakesiteasytocompareaggregateresultsacrossnetworks. You’llseekeymetricsforeachofyoursocialposts,including: Clicks Comments Reach Shares Videoviews Videoreach You’llalsoseemetricsforeachofyourprofiles,includingfollowergrowthovertime.Youcanselectthemetricsthatmattermosttoyousoyoucanseealltherelevantresultsataglance.  Youcanalsoseesuggestionsforthebesttimestopostbasedonyouraccount’shistoricalperformance. 5reasonstotrackFacebookanalytics Understandingperformance Howdoyouknowwhatworkedandwhatdidn’t?Youneedtolookback. Thiswon’tjustgiveyouachancetopatyourselfonthebackforsuccessfulcampaigns—it’sinformationthatwillhelpyouunderstandwhatdirectiontotakeyourstrategyinforthefuture. Whatkindsofcontentconsistentlycollectedlikes?Whydid40peopleunfollowyoulastWednesday?Seeingthecold,hardfactsofwhathappenedonyouraccountisessentialtolearning,growing,andmakingyourFacebookpresencethemostimpactfulitcanbe. Reporting Ifyouhavestakeholdersorjustsomecuriousco-workerswhowanttoseeasnapshotofhowthingsaregoingoveronFacebook,thereportingtoolsareawfullyhandy. ExportgraphicPDFs,spreadsheetsorchartsfromtheanalyticstoolofyourchoicetoshareclearandconcisefindingsandtrends. Understandingyouraudience Maybeyou’vesetouttotargetonespecificgroupwithyourcampaign,contentandbranding.Butyouwon’tknowifyou’reactuallyconnectingwiththemunlessyoucheck. Facebook’streasuretroveofdatawillhelprevealexactlywhoisengagingwithandfollowingyourcontent,withdemographicandgeographicdatathatcoversage,sexandlocation. Whenisyouraudienceonline?DoyouhaveasurprisingamountoffollowersfromGermany?Havingtheanswerstothesequestionswillhelpyoueitherrefineyourcontenttoreachtheaudienceyouwant,orpivotyourstrategytoevenbetterengagethepeoplewhoaretuningin. OptimizingyourPage FacebookPageanalyticscanshowyouwhatactionspeopletakeonyourwebsite,frominteractingwithpoststoclickingonyourcontactinformationtoclickingthroughtoyourwebsite. SohowdothoseactionsalignwiththegoalsstatedinyourFacebookmarketingstrategy? HowcanyourefineyourPagetosteertheminthedirectionofyourpreferredactions?Maybeyoushouldconsiderchangingyourcall-to-actionbutton.Maybeyouneedtochangeyourpinnedpost.ThinkaboutwhatyoureallywantpeopletodoonyourPage.ThenusePageInsightstoseewhichofthepossibleactionsonyourPagepeopleengagewiththemost. Bonus:DownloadafreeguidethatteachesyouhowtoturnFacebooktrafficintosalesinfoursimplestepsusingHootsuite. Getthefreeguiderightnow! Schedulingyourpostsatthebesttimes Ofcourse,therearegeneralsuggestionsoutthereforthebesttimestopostonFacebook.Buttheverybesttimetopostwilldependonyourspecificaudience. Havingthedataonwhenyourfollowersaremostlikelytobeonlineisincrediblyhelpfulforplanningposts,especiallywhenyoupairthisintelwithaschedulingtoollikeHootsuite. ImportantFacebookanalyticsmetrics YouraudienceisinteractingwithyourbrandinsomanydifferentwaysonFacebook:theymightbevisitingyourpage,clickingonanad,buyingticketstoaneventorinteractingwithaLivevideo. BeyondtheoverarchingFacebookanalyticstoolsmentionedabove,it’simportantformarketerstounderstandtheuniquebehavior,engagementanddemographicsbehindeachofthesedigitalspacesandactivities. FacebookPageInsights DiggingintotheanalyticsfromyourFacebookPage,youcanrevealawealthofinformationaboutwhat’sclickingwithaudiences…andwhat’snot. Reach Howmanypeoplesawyourposts?Whointeractedwiththem?Whichpostsdidpeoplehide?Didpeoplereportanypostsasspam? Posttypes Whattypeofcontentispoppingoff:links,video,text-basedposts,orphotos?Measurethereachversustheengagementforacompellingpictureofwhatclickswithyouraudience. Pageviews Thistabdoesn’tjusttrackhowmanypageviewsyou’regetting…butalsowhoisviewingyourpage. FacebookAudienceinsights WithinFacebookInsights,youcancheckinonbothyourcurrentaudienceandcustompotentialaudiences. Location You’llseethetopcitiesandcountriesforyouraudience,soyoucanunderstandjustwherethelikesandfollowersarecomingfrom. Age&Gender Thebreakdownofagegroupsandpercentageofwomenandmen(nostatisticsfornon-binaryfolxatthistime,unfortunately)isvisibleheretoo. Facebookadsanalytics AdsManagerletsyouview,makechangesandseeresultsforallyourFacebookcampaigns,adsetsandads. Impressions Howmanypeoplesawyourad?Thisnumberisimportanttocomparetotheactualnumberofclick-throughsorengagement—ifthey’reseeingitbutnotfollowingyourCTA,whatmayhavegonewrong? Costperresult TomeasuretheROIofacampaign,thispieceofdataiskeytorevealingjusthowmuchbangyougotforyourbuck. Breakdowns WiththeBreakdownstool,youcanviewyouraudience’sages,wherethey’reviewingyouradsfrom,andwhetherthey’reonmobileordesktop. FacebookGroupanalytics FacebookGroupsareanamazingwayforbrandstobuildfancommunities—andanevenbetterwaytocollectdataonwhoyourmostpassionatefollowersarethroughyourgroup’sAdminTools.Datalike… Topcontributors Revealwhothemost-involvedmembersofyourcommunityare—andpossiblytapthemforinfluencerorpartnershipopportunities. Engagement Understandingwhenyourmembersaremostactivecanhelpbrandsunderstandwhentopostandwhattopostformaximumreach. Growth Trackhowmanymembersarejoiningyourcommunity,andwhatthecatalyststosurgeshavebeen.Thismightgiveyouinsightintopossiblefuturepromotionalopportunities. FacebookLiveanalytics You’vealreadyporedoverourstoryoncreatingFacebookLivevideospeopleactuallywanttowatch—nowit’stimetodigintothedatatoseeifyourcreativecontentactuallyhitthemark.YoucanfindLiveanalyticsbyclickingontheLivevideoyou’dliketoseethemetricsfor,orfindtheminyourVideoLibrarytabinPageInsights. Peakconcurrentviewers Trackthehighestnumberofsimultaneousviewersatanypointduringyourvideowhenitwaslive. Views TheoverallnumberofviewsyourLivevideoexperiencedonaparticularday. Average%completion Didviewerstuneinandstickaround…ordropoutrightaway?Ifyou’vegotaretentionproblem,itmightbetimetorejigyourcontentstrategy. Facebookvideoanalytics Doesyouraudiencelovevideoorhatevideo?Onlyonewaytofindout:digintotheanalyticsofthisspecifictypeofpost.HeadtoPageInsightsandclickonPostTypestoseejusthowanyvideoisperformingoverall.Formorespecificinsightsonanyindividualvideo,clickontheposttitletoseemetricslike… Videoretention Aninteractivegraphwillallowyoutoseeexactlywhichframeinyourvideocorrespondstoanygivenmomentinthevideo’srun…andwhattheretentionpercentagewasatthatparticularmoment. Averageviewduration AswithLivevideo,thisstatisticisahelpfulonefordeterminingjusthowyourcontentishitting.Afterall,ifsomeoneistuninginandimmediatelyleavingwithoutwatchingthevideo,howmuchdoestheir“view”actuallymatter? Videoengagement Here,likes,commentsandsharesarecompiledforaclearpictureofjusthowengagingthiscontentis. FacebookAnalyticsandtheFacebookAnalyticsappmaybewindingdown,butasyoucansee,thereisstillplentyofdatatoanalyzefromthisplatform—andamilliondifferentwaystodojustthat.Ifknowledgeispower,yourbrandisgoingtobewellequippedtohavethemostpowerfulsocialmediamarketingstrategyever. UseHootsuitetoscheduleallofyoursocialmediaposts,engagewithyourfollowers,andtrackthesuccessofyourefforts.Signuptoday. GetStarted Allyoursocialmediaanalyticsinoneplace.UseHootsuitetoseewhat’sworkingandwheretoimproveperformance. Free30-DayTrial RelatedArticles ThisFacebookstatisticslisthasallthedatayouneedtocraftstrategy,reports,presentations,andmore,includingtopdemographics. FindouthowtheFacebookalgorithmrankscontentin2022andlearnwhatittakestogetyourpostsseenontheplatform. PotentialcustomersarealreadylookingforbusinesseslikeyoursonFacebook.AsmartFacebookmarketingstrategyistheonlywaytoconnectwiththem. SettingupaFacebookshopmeansyoucansellmerchandisewithoutthehassleofdesigningandpayingforawebsite. ShowComments x Wellthisisawkward. WecouldhaveSWORNyouweresomeonewhowantedtogrowonsocialmediaandbeatyourcompetitors.Ourbad.We’lljustleavethis60-dayfreetrialhereforsomeoneelsethen… StartYourFree60-DayTrial Offerexpiresin04m 20s Cancelanytimewithin60days Free30-DayTrial Free30-DayTrial ThankYou