Here at After Digital, our mantra is “Serious about creativity, obsessive about results”. We’re always on the look out for the best tools to measure the success of the work that we deliver for clients and in-house.
For website performance we make the most of tools like Google Analytics, which once installed on a site can provide an interesting insight into what’s effective and what isn’t using a variety of different measures.
As you know, in today’s digital world, there’s so much more to an online presence than just a website. The social media boom has created the opportunity for organisations to engage with the public in a multitude of ways.
Twitter has recently announced the launch of Twitter Web Analytics which will provide a new insight into how Twitter is helping (or hindering) digital strategies. We’ll have more on this in the coming weeks as this is rolled out globally.
Meanwhile, Facebook’s analytics tool called Insights has been recently relaunched with a fresh new look and a stack of great new features.
To have Insights you must first have a Facebook “Page”, you can find information about this and some other best practice tips in our earlier blogs. Your Page must also have gathered more than 30 ‘likes’, as any less won’t provide you with valuable information. It’s important to add that the data collected only comes from users using Facebook on a web browser and as yet data from Facebook apps hasn’t been integrated.
If you’ve got a Facebook Page you’re ready to go, you should see on the middle of your admin panel a link to “Check out the new page insights”.
Hey Good Lookin’
The first thing you’ll encounter is a vastly improved interface from its predecessor, which was somewhat dated and clunky. Not only has Facebook improved the colour scheme and made the visualisations a bit softer, but the data is presented in a much more digestible format.
Time is Money
A fantastic new feature introduced with this refresh is the ability to see when your users are consuming your content. This is measured by a slick graph, updated weekly, which shows you (in your own timezone) when people are interacting with your content. This information can then be used to plan your social campaigns and schedule content to make the biggest organic impact.
Simply the Best
Another great new addition is the ability to see your best posts. Best posts are based on a culmination of the most reach, post clicks and likes, comments and shares. By looking at this you can see what content engages your audiences and begin to produce more targeted and relevant communications.
Compare and Contrast
For the first time ever you can now compare average performances over time using the benchmark feature. This can be found on the Page tab within Insights. You can set a period of time you want to analyse at the top of the page and then using the tabs on the right-hand side data can be compared against a number of different measures to evaluate the number and source of your visitors and likes.
Another interesting change is to the demographics section. You can now view the demographics of your page and compare it to the whole of Facebook to find out how well your page is performing within those demographics. This has been refined neatly to show fans, people reached and the people engaged.
It’s great to see that social is beginning to catch up with traditional analytics tools in terms of reporting and actual data. For Facebook, whilst these changes give a much greater perspective on performance, there’s still a long way to go. Hopefully the future will hold much more in terms of live real-time data. But, for the time-being Facebook has certainly given Page administrators a solid foundation and some interesting insights to work with.