Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital...
-
Upload
domenic-bennett -
Category
Documents
-
view
218 -
download
0
Transcript of Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital...
![Page 1: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/1.jpg)
Peeking Under The Hood: Google Analytics and
Facebook Insights
Debra Askanase
Founder & Digital Engagement Strategist
![Page 2: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/2.jpg)
About Debra Askanase
Digital Engagement Strategist,Trainer
Former business consultant, executive director, program manager, and community organizer
Instructor, Marlboro College Graduate School
![Page 3: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/3.jpg)
Today’s Session
1. Framing metrics: Metrics that Matter
2. A tour of critical analytics:
• Google Analytics • Facebook Insights
3. Your analytics practice
4. Creating your own metrics tracking dashboard
![Page 4: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/4.jpg)
Who’s In the Room?
Your social media measurement practice
![Page 5: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/5.jpg)
Framing the Conversation
Choosing Metrics That Matter
![Page 6: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/6.jpg)
Data you can find
Relevant data
Data You
need
![Page 7: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/7.jpg)
Data Data Data Everywhere
It’s important to identify andfind what you need
https://www.flickr.com/photos/90106931@N00/5150336351/
![Page 8: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/8.jpg)
Data-checking Ourselves
Data for decisions
Does it inform decisions?
SMART goal progress
Does it check our progress?
Matterness data
Does it show if we Matter?
![Page 9: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/9.jpg)
Data-informed Decision-making
Will this help me make a decision about, or change..?
The way I work
The way the organization does its work
Current initiatives
Planned initiatives
Long-term direction
![Page 10: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/10.jpg)
Beware the Vanity Metric!
https://www.flickr.com/photos/32066106@N06/19682903722/
![Page 11: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/11.jpg)
Common Vanity Metrics
• Size of online community
• Impressions / Views
• Social ad reach
• Influential followers/fans
• Your own Klout
• Number of social and blog posts
• Mentions
A Vanity Metric does not inform your work, help you make decisions, or help you Matter*
* Sometimes the boss wants these anyway. We call this “ego-checking.
![Page 12: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/12.jpg)
Focus On SMART Goals for Smart Data Collection
ApplicationsNew familiesMailing listAlumni donors
http://www.flickr.com/photos/55738177@N00/141616404/
![Page 13: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/13.jpg)
Matterness-informed Decision-Making
Will this information help our organization to recognize, value, and hear our stakeholders?
Will this help us recognize stakeholders who can co-create, contribute, and become part of the organization?
Will this data connect us to those who care and will take action?
![Page 14: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/14.jpg)
What matters to
stakeholders
Demonstrates you matter to stakeholders
Identifying who cares deeply
SMART Goals
Most engaging content
Conversation (public and private)
Participation in online events
Social referrals
Least engaging content
Participation when asked
Consistent sharing/conversation
Conversions
Clickthroughs Shares of content Recruits and acts when asked
Downloads, donations, etc.
Matterness + SMART Goals =
![Page 15: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/15.jpg)
Share Pair: How do I do this?
https://www.flickr.com/photos/25171207@N02/4204137856/
![Page 16: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/16.jpg)
Demystifying the Back End
https://www.flickr.com/photos/22748327@N07/2759410614/
![Page 17: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/17.jpg)
Finding Metrics That Matter
Google Analytics
![Page 18: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/18.jpg)
Google Analytics
![Page 19: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/19.jpg)
What matters to
stakeholders
Demonstrates you matter to stakeholders
Identifying who cares deeply
SMART goals
Most engaging content
Conversation (public and private)
Participation in online events
Social referrals
Least engaging content
Participation when asked
Consistent sharing/conversation
Conversions
Clickthroughs Shares of content Recruits and acts when asked
Downloads, donations, etc.
Measuring Matterness in GA
![Page 20: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/20.jpg)
Google Analytics Key Metrics
![Page 21: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/21.jpg)
Live Tour of Google Analytics
• What content matters (top pages viewed, keywords)
• What’s sending viewers to your site (referring sites, social sources)
• How engaged are they (time on site/pages per visit)
• Actions taken (sales, leads, form completions)
![Page 22: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/22.jpg)
What’s Referring To You?
![Page 23: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/23.jpg)
What Content Matters Most?
![Page 24: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/24.jpg)
![Page 25: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/25.jpg)
For Each Metric, You Can…
• Find source
• What content was viewed
• Path behavior (exit page, next page, entrance page)
• Source
• Social network
• Time visited/day visited
• User demographics
![Page 26: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/26.jpg)
Create Your Own GA Dashboard
![Page 27: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/27.jpg)
Benchmarking Report (Is this a vanity metric?)
![Page 28: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/28.jpg)
Benchmarking
• Enable under GA admin > account settings > select “Benchmarking”
• Find report under Audience > Benchmarking
• Reports compare channels, location, and devices against industry
![Page 29: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/29.jpg)
Google Analytics Resources
• https://support.google.com/analytics/answer/1008015?hl=en
• https://www.123-reg.co.uk/blog/search-engines/beginner-guide-to-google-analytics/
• http://nuphoriq.com/the-only-4-google-analytics-stats-you-need-to-watch/
• https://econsultancy.com/blog/65422-google-analytics-benchmarking-is-back-here-s-what-you-need-to-know/
![Page 30: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/30.jpg)
![Page 31: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/31.jpg)
What appears in the newsfeed is influenced by…
• Number of comments, likes, and shares
• Recency of post
• Trending topic reference
• Views and viewing duration of video (and possibly all video)
• Fully expanded links
• Your interaction with the page or its posts
![Page 32: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/32.jpg)
Recent Facebook Changes
• Time spent viewing stories becomes a factor determining what appears at the top of the News Feed.
• Content posted by the friends you care about will appear higher in the News Feed.
• Reducing the appearance of overly promotional posts
Bookmark this page! (Stay up to date with Facebook newsfeed changes)https://blog.bufferapp.com/facebook-news-feed-algorithm
![Page 33: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/33.jpg)
What matters to
stakeholders
Demonstrates you matter to stakeholders
Identifying who cares deeply
SMART goals
Most engaging content
Conversation (public and private)
Participation in online events
Social referrals
Least engaging content
Participation when asked
Consistent sharing/conversation
Conversions
Clickthroughs Shares of content Recruits and acts when asked
Downloads, donations, etc.
Measuring Matterness in FB
![Page 34: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/34.jpg)
Live Tour of Facebook Insights
• What matters most (posts, video content)
• Who (demographics)
• Engagement (likes, shares, comments)
• Actions (clicks, views, engagements)
![Page 35: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/35.jpg)
Facebook Key Metrics
![Page 36: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/36.jpg)
What Motivates
![Page 37: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/37.jpg)
What Engages
![Page 38: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/38.jpg)
Content That Matters
![Page 39: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/39.jpg)
SMART Data Collection
Creating Your Own Metrics Dashboard
![Page 40: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/40.jpg)
Goals:
1.) New emails 2.) ID leaders 3.) $$
![Page 41: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/41.jpg)
Have Two Metrics Dashboards• What you need for your daily & weekly
practice
• What’s resonating now• Regular monitoring• Channel size
• What you need to know that matters
• Comparisons over time• Content that resonates• Specific goal achievment• Engagement growth• Fans/superfans
![Page 42: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/42.jpg)
![Page 43: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/43.jpg)
Data Collectors: 3rd Party AppsSolutions that collate your analytics, or highlight selected data points:
Sprout Social (paid)
Cyfe (free/premium)
HootSuite (free/premium)
BufferApp (free)
Bitly (links metrics – free)
Iconosquare/Union Metrics (for Instagram - free)
ViralWoot (for Pinterest - free)Additional resource: https://blog.bufferapp.com/social-media-analytics-tools
![Page 44: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/44.jpg)
Review Determine your data you need to measure
Check all three types of data: decision-making, goals progression, Matterness
Know how to find the data your need
Create a daily and quarterly measurement practice
Share your data with the organization
![Page 45: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/45.jpg)
Your turn
What are the
questions
that you need
social or
website data
to answer?
![Page 46: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/46.jpg)
Try it,
COME ON IN! THE WATER’S JUST RIGHT…
http://www.flickr.com/photos/73344134@N00/2294162833/
![Page 47: Peeking Under The Hood: Google Analytics and Facebook Insights Debra Askanase Founder & Digital Engagement Strategist.](https://reader036.fdocuments.in/reader036/viewer/2022062409/5697bfdd1a28abf838cb180b/html5/thumbnails/47.jpg)
Email: [email protected]/blog: communityorganizer20.comLinkedin: linkedin.com/in/debraaskanaseTwitter: @askdebraOther slides: slideshare.net/debaskTelephone: (617) 682-2977
I’m happy to answer follow-up questions!