Collaborating with social media specialists to optimise Facebook campaigns

As a web analyst, I work closely with our social media specialist to optimise our Facebook campaigns. One of the key tools I provide is a customised dashboard in Looker Studio, which enables us to analyse the performance of our campaigns in greater detail. In this article, I will explain the metrics we track, the types of charts we use, and how this customised approach helps us gain deeper insights. Additionally, I’ll discuss how we use Matomo to examine website conversions and optimise the conversion rate of social media campaigns. Let’s dive in!

Metrics and charts for deeper insights

Our customised dashboard in Looker Studio is designed to focus on the metrics that are most relevant to our Facebook campaigns and business objectives. Here are the key metrics we track and the charts we use for deeper insights:

Reach and Engagement metrics

The social media specialist closely monitor metrics such as reach, impressions, clicks, likes, shares, and comments. These metrics help us understand the overall visibility and engagement of the campaigns. We visualise these metrics using line charts and stacked bar charts to identify trends over time and compare performance across different campaigns or ad sets.

Conversion metrics

To measure the impact of our campaigns on website conversions, we track metrics like click-through rate (CTR), conversion rate, and cost per conversion. These metrics allow the social media specialist to assess the effectiveness of the campaigns in driving desired actions on our website. We visualise conversion metrics using conversion funnels and scatter plots to identify potential areas for improvement and optimise our conversion rate.

Audience insights

Understanding our target audience is crucial for campaign optimisation. We analyse demographic data, interests, and behavior of our Facebook audience. Visualisations like pie charts and heat maps help us identify audience segments with higher engagement and conversion rates. This information guides the social media specialist in refining the targeting strategies and tailoring the content for maximum impact.

Ad performance

We closely examine the performance of individual ads within our campaigns. By tracking metrics like click-through rates, cost per click, and ad relevance scores, we can identify top-performing ads and optimise our ad creative accordingly. We use bar charts and heat maps to compare ad performance and identify patterns that resonate with our audience.

Using Matomo for website conversion rate optimisation

In addition to Facebook campaign analysis, I leverage Matomo, to gain insights into website conversions and optimise the conversion rate. I consider the role of social media within the marketing funnel and how different types of social media posts, engagement and targeting influence website conversions.

By examining various engagement types, we get valuable insights that influence bounce rates, average visit time, website searches, add-to-cart actions, and ultimately, sales. Let’s consider some examples:

Influence on bounce rates

To determine the impact of different post engagement types on bounce rates, I analyse the data collected from website analytics tools. By examining the bounce rates for each engagement type, I can identify patterns and correlations. This analysis helps the social media specialist make data-driven decisions on which types of engagement are more effective at reducing bounce rates.

Impact on average visit time

By analysing the average visit time data associated with various post engagement types, I can identify trends and patterns. It allows me to understand which types of engagement tend to capture users’ attention for longer durations.

Driving website searches

Through data analysis, I can examine the relationship between post engagement types and the frequency of website searches. By tracking user behaviour and identifying which engagement types prompt users to perform more searches on the website, the social media specialist can optimise the content strategy accordingly, ensuring that the content aligns with user preferences and information-seeking behavior.

Encouraging Add-to-Cart actions and sales

To understand the influence of post engagement types on add-to-cart actions and sales, I analyse conversion data associated with different engagement types. By examining the conversion rates and sales figures for each type, I can identify which types of engagement are more effective at driving user actions and purchase, helping tailoring the content strategy to maximise conversions and sales.

Placing social media in the marketing funnel

By tracking metrics like referral traffic, bounce rates, and time on site, I gain a comprehensive view of the customer journey from social media platforms to our website and how social media impacts each stage of the marketing funnel. This understanding helps me identify potential bottlenecks or areas of improvement where we can optimise the conversion rate.

By collaborating closely with our social media specialist and using custom dashboards in Looker Studio, we have gained deeper insights into our Facebook campaigns. The tailored metrics, visualisations, and granular data exploration have empowered us to optimise our campaigns effectively.
Also, by leveraging Matomo for website conversion analysis, we have enhanced our understanding of the role of social media within the marketing funnel and optimised our conversion rate.
This collaborative and data-driven approach enables the social media specialist to continuously improve the campaigns and drive better results for our business.

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