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Posts Tagged ‘click-throughs’


6 New and Improved Ways to Measure the ROI of Your Facebook Ads

August 16th, 2012 ::

Facebook ads

Did you know Facebook changed their ad tracking and analytics feature?  No?  Me neither, until I ran across an article by Dave Williams that appeared on AdAge Digital.

Facebook ads are big business for the company, providing a boatload of revenue for them – but until now, marketers only got murky metrics.  With Facebook’s old analytics feature, you couldn’t track online or offline conversions, because Facebook could not provide view-through tracking.  This basically means you had to guess whether or not Facebook ads were actually driving people to your Facebook page – and if they spent any time on your page once they arrived.

 

With Facebook’s newly updated analytics feature, measuring ad effectiveness by counting Likes and clicks should be a thing of the past. Now, you can really drill down and track how users interact with and click on your Facebook ads and content. Here’s what you can do:

1. Specify a single action or multiple actions to be measured for any ad group

2. Track internal page Likes, page post Likes, comments, @ mentions, check-ins, photo tags and page post shares (including how many times an offer is shared)

3. Track an assortment of specific actions, including “claimed your offer,” “answered your question,” “clicked on the Page post link,” “viewed the page post photo,” “viewed the Page post video,” and “viewed a tab on your Page”

4. Track Facebook app statistics, including installs, users and the number of times Facebook credits were spent in the app

5. Keep up-to-date with “yes” and “maybe” RSVPs in Facebook Events

6. View metrics in 4 different ways: 1-day view-throughs and 1-, 7-, and 28-day click-throughs

Williams also speculated that Facebook will integrate the check-in function with RSVPs and coupons, making it possible to measure the impact of your Facebook ad on in-store traffic and sales.  If they did this, online and offline would finally bridge that yawning gap between your social graph and word-of-mouth – something that social has yet to master.

If you advertise on Facebook, have you started tweaking your ads based on these new measurement features?  Leave a comment below!

Image courtesy of trendsupdates.com

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Posted in Marketing, Social Media | 1 Comment »

3 Easy Ways to Measure Online Marketing ROI

September 21st, 2011 ::

Measuring Tape

If you’re not measuring your online marketing results, you really have no idea what kind of impact you are having – are you making an impression, finding new customers, getting some sort of ROI?

The best approach is to connect old and new measurement tools to ensure you are competitively promoting your business.  Try out the following three simple strategies:

1. Measure conversion sources and click-throughs.

Sales leads have been the standard measurement of marketing efforts for a long time, but the development of new technologies and the growth of the Web are making it easier to get a more holistic view of what kind of impact you are really having.

Use Google Analytics and Omniture to keep track of conversion sources and click-throughs  – two very important metrics to track.  They’ll help you understand where your Web visitors are coming from and what links and landing pages they are using the most.

2. Focus on exposure.

Google yourself and your business. Where is your content appearing in search engine results when someone enters keywords? How can you promote your website to get higher and higher listings?

As a small business owner, it is in your best interest to develop new ways to expose your ideas before you even get to the actual sales cycle – you want to get potential customers hooked before you get into their pocket. Your ultimate goal is to make your ideas and content more visible to the public.

3. Measure reach from month to month.

It’s easy to get lost in a jungle of information metrics; don’t ignore important data and let it become a confusing burden instead of a gold mine of information that will help you improve your marketing strategy.

Avoid making this mistake by focusing on a few key basics. Track the number of people reading your blog posts and your performance in search engines. Keep an eye on your Twitter following and Facebook page, measuring your improvement month-to-month. All of these tools are easy ways to determine your reach and how it is growing (or shrinking).

Use these strategies to measure what matters, and you’ll soon find yourself with more business than you can handle.

Image by Flickr user Havar og Solveig (Creative Commons)

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Posted in Marketing | No Comments »