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Facebook Measurement Fundamentals
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This document discusses measuring Facebook marketing campaigns and components. It provides details on measuring ads, posts, apps, tabs and other campaign elements. Metrics include tab views, referrals, conversions and other key performance indicators. The document also outlines best practices for setting up campaign IDs, URLs and analytics to effectively measure Facebook marketing results.
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Facebook Measurement Fundamentals
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- 2. What can bemeasured?
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- 4. The 3 slideintroduction to tabs
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- 7. Tabs make ideallanding pages
- 8. How do youmeasure campaigns?
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- 10. Measuring AppsAny AnalyticsProvider
- 11. Measuring AppsLook forsolutions that:Support Facebook parameters out of the box, or
- 12. Allow you toadd custom variables to support themAny Analytics Provider
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- 15. Place campaign IDsat the end of your links. Use unique values for each ad.DriversLanding PageConversionMeasuring Campaigns
- 16. Place campaign IDsat the end of your links. Use unique values for each post.
- 17. Shorten URLs tomeasure clicks and to keep campaigns IDs easily intactDriversLanding PageConversionMeasuring Campaigns
- 18. Iframes can’t seethe campaign IDs in the referring link from an ad or a post, so you need a solution that supports app_dataparam.DriversLanding PageConversionMeasuring Campaigns
- 19. Facebook is theonly source for how many likes an ad delivers and they provide the data in their ad management tool as well as the ad API.
- 20. No other trafficsource can be measured on how many likes it drove.DriversLanding PageConversionMeasuring Campaigns
- 21. Measuring traffic fromFacebook to your website is standard analytics.
- 22. Facebook reports onorganic shares in Facebook if you tag your website with their JavaScript.DriversLanding PageConversionMeasuring Campaigns
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- 32. Why does Facebookmarketing matter?
- 33. Social Is The#1 Online Activity
- 34. Fortune 100 sitetraffic decreasingAverage percentage drop was 23.02%
- 35. 68% experienced negativegrowth in unique visits from 2009 – 2010[1] [1] Unique visits were monitored between Nov 2009 – Nov 2010
- 36. FACEBOOK FANSSITE VISITORS(MO.)19,800,000 1,800,00022,700,000 270,00016,900,000 290,0008,000,000 325,000
- 37. 8%THE USADOPTIONOF SOCIALTwitterSocial Networks52%4%LocationFacebook51%
- 38. How does Facebookmarketing work?
- 40. Visit Everyday76%50%FANS AREHARDCORE FACEBOOK USERSFriend Network310130Links ClickedFansAvg. User5.31
- 41. Existing customers84%FANS ARECUSTOMERSLOOKING FOR DEALS, NEWS & COMMUNITYWant exclusive offers & benefits83%Buy more after becoming a fan36%
- 42. 75%Brand Invite/Ad59%Friend49%SearchWhat drivespeople to fan?
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- 44. The older weget, the more we click
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- 49. You will getmore fans
- 50. You will seea drop in tab views
- 51. You will needto nurture fans to get valueUse promo to incentivize like
- 52. Promoting your tabFacebookAdsWall PostsEmailWebsiteTVPrint
- 53. Posts are filteredby EdgeRank
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- 56. Simple, easy questionsMostclicked on wall posts
- 57. Search and socialwork together
- 58. .05%Avg. CTR ofads to non-fans.35%Avg. CTR of ads to fansCold targeting vs. fan targeting
- 59. Images are themost important
- 60. Images are themost important
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Editor's Notes
- #31 http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/