Apr 25, 2012 113 reads by Navneet Kaushal

As the brand managers on Facebook have settled well in handling the Timelines for their brand pages, the social network has come up with its brand new Analytics. These new analytics aim at providing the advertisers deep insights about where their money is going and what results are coming in.

This means that if you also monitor a business page, then quite soon, you will be able to see much more than the number of clicks or likes your campaign got in the Ads Manager dashboard. With the new Analytics, internet marketers can now follow "any action that can be taken on Facebook downstream from an ad."

Facebook Ad Analytics

Social Commerce like Never Before

As the representatives from Facebook have been quoted, this “any action” is chosen by the marketers and can be planted in Facebook's API by any developer. This means that marketers can now define their goals for the ad campaign and specify the actions they want to focus on; and Facebook Analytics will measure that. So, marketers can now analyze:

  • Number of Likes
  • Number of user comments on/about/related to the brand
  • Number of RVSPs to an event
  • Number of brand mentions
  • Number of check-ins on the Places page
  • Number of photo tags

With these data points, you will get the true picture of the user engagement driven by ads. Also, the social network has upgraded its Ads Manager product to aid in direct marketing metrics.

Facebook has also included a number of ‘action verbs’ in the Ad Manager to help marketers clearly define their desired goal. These words if added on the page, will allow the advertisers/marketers and retailers to see how many clicks from the ad were placed on the button. Some of these action verbs are: purchase, want, own, listening, and more.

Brand managers are quite excited about the new features of Facebook analytics, as they believe they can now understand much better the reason people come to their page and what is the users’ intent (regarding purchase).

Better Offer Analytics

Facebook’s offers and deals platform allows businesses that run special offers, to promote their specials by buying paid advertising.  If brands simply roll an offer without an ad, then it appears on the fans’ news feed like regular stuff. But with advertising, brands will be able to see the number of users claiming the offer and other details.

Local marketers stand to gain a lot from the ‘offers’ platform. Experts believe that the new ad analytics from Facebook will allow marketers to see clearly the factors driving their ad campaigns.

How do you plan to use the better targeting features to your advantage? Do share your views.

Now Track More than Clicks & Likes with Facebook’s Ad Analytics!, 5.0 out of 5 based on 1 rating
Navneet Kaushal

Navneet Kaushal

Navneet Kaushal is the founder and CEO of PageTraffic, an SEO Agency in India with offices in Chicago, Mumbai and London. A leading search strategist, Navneet helps clients maintain an edge in search engines and the online media. Navneet's expertise has established PageTraffic as one of the most awarded and successful search marketing agencies.
Navneet Kaushal
Navneet Kaushal
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