4 Tools to Use Instead of Facebook Analytics - Hootsuite Blog

Here you can review content insights, overarching traffic trends and incredible detail about your audience. It's a great way to get a clear ... Skiptocontent 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. TryitforFree RelatedArticles ThisFacebookstatisticslisthasallthedatayouneedtocraftstrategy,reports,presentations,andmore,includingtopdemographics. In2021,theFacebookalgorithmismadeupoffourmainrankingsignals:recency,popularity,contenttype,andrelationship. PotentialcustomersarealreadylookingforbusinesseslikeyoursonFacebook.AsmartFacebookmarketingstrategyistheonlywaytoconnectwiththem. FacebookShopscatalogsyourproductsincollections,allowinginterestedcustomerstobrowse,save,share,andevenbuyyourproductswithintheapp. ShowComments x Wellthisisawkward. WecouldhaveSWORNyouweresomeonewhowantedtoblowyourcompetitionoutofthewateronsocialmedia.Ourbad.We’lljustleavethis60-dayfreetrialhereforsomeoneelsethen… StartYourFree60-DayTrial Normally,thefreetrialwouldbefor30days Offerexpiresin04m 20s Norisk,allreward.Cancelanytimewithin60days TryitforFree TryitforFree ThankYou