New Facebook Analytics Unpacked: Goodbye Funnel, Hello Megaphone
NEW: Check out The 60+ Facebook Insights Data Definitions
When access to new data is available we all know we want it, need it, and MUST HAVE IT right now. And when Facebook released the new Insights last week and changed everything those feelings crept up, again. But sometimes when we open up those new reports, we’re really not sure how to make sense of it. Just poking around the web you can see this is exactly what is happening with the new Insights data. A lot of people are trying to decipher what it means but not a lot of people are doing anything with the data. And remember those 13 questions we said you could answer with Facebook Fan Page analytics? All gone out the window. But, fear not our good friends, not only do we have a shiny new report that helps make sense of these new insights, we’re breaking it down for you in this here blog post.
First, let me introduce you to the megaphone, where bigger is better. For years we’ve all been talking about and analyzing our funnels. Answering questions like, where do people come from and how many can we keep around? With the new Facebook Insights data, we’re taking that concept, flipping it sideways and are monitoring content amplification. We’re now able to answer questions like how many people did we engage and how many times were stories from or about us seen? We can know what started it all and at the end what the results were. All in one pretty report. It may not be the coolest thing since sliced bread, but it’s pretty damn close.
Now that you care about the megaphone, let’s talk about how it can help you.
First, what started it all?
It’s always important to know what got things started. Was it something you posted or was it something one of your fans did? With this new report you can look at these types of stats and follow them through the amplification to see which ones resulted in the most impressions / the biggest reach, or to use our favorite word, which ones win.
To use an example (that we’ll use throughout this post), let’s say we here at Simply Measured post a video on our wall of the latest office shenanigans. That would be counted as a page post and a starting point.
Second and thirdly, how many unique people did we engage with? And how many times did people engage?
In this part of the megaphone (and the supporting reports) you can see how many different people were talking about you and then how many total stories were created about you.
To continue with the example above, let’s say that each employee shares the video with their own Facebook network. The total number of individual employees who shared the video equals the number of people talking. A few of us are super excited about the video, so we post it a couple of times. The total count of all those shares combined equals the stories created number.
Fourthly and Fifthly! How many people saw a story from or about us? And how many times were these stories seen?
Once we know how many stories were created, we take that data and look at how many friends (or subscribers) the story creators have and since the story goes out to their network, you end up reaching all their friends and subscribers — giving us total reach. The final step of the megaphone is the fact that some percentage of those friends and subscribers will see the post more than once. That gives us the total impressions.
Keeping on with video example…. All the people who are Facebook friends with each of us at Simply Measured are now seeing the video in their News Feed. This is the total reach number. Some of our friends are “power users” (aka obsessed) and see our posts multiple times. All of these views combined give us the Total Impressions number.
Finally! What happened!?
If all goes according to plan, some of these people you reached and impressions you garnered are going to turn into clicks and/or new likes to your Page.
Keeping in theme with our example, ultimately someone or a few people are going to find our shenanigans hilarious enough that they will like the post and/or like Simply Measured. (#WINNING!) And the best part is these new likes are going to feed back into the start and generate a new stream of people talking.
Simply Measured users can now get all the juicy new Page Insights data in a beautiful Excel report! And if you love data, get your free trial today.
Have questions? Still confused? Leave a comment below!
Sidenote! There are actually 80+ new data points now available so we’re working on another post that will break all that down for you. Stay tuned, it’s going to be a long one!
Adam is the Co-Founder and VP of Strategy at Simply Measured. In 2010 (aka the dark ages of social marketing), Adam joined Damon Cortesi and Aviel Ginzburg to found "Untitled Startup, Inc" with the goal of helping marketers and analysts use social data to do their best work. The company quickly evolved to become Simply Measured and the trusted leader in social analytics. Outside of Simply Measured, Adam is a golfer, breakfast enthusiast, and long-time data geek.