Week 14 Part B: What We Learn from Facebook Analytics

Facebook Analytics

    Using Facebook's analytics, businesses are able to track a tremendous amount of data. The way Facebook presents the data with useful charts and diagrams helps people understand the information. This is especially helpful for small businesses and individuals that lack experience in data analytics, as the data is automatically analyzed for you. The requirement to view your Facebook business page's analytics is at least 100 page likes. Unfortunately, Dun Central has not reached 100 page likes yet, so I will base my writing around the analytics posted with the assignment.

    After analyzing the Aztec Brewing Company data for 2021, I am able to determine a few things about the efficacy of the current marketing tactics according to trends in the data. For the month of April, Page Views were down significantly. This indicated that users are not visiting the page as often as usual. Page Likes and Page Follows are also down 40%, showing that it may be a good idea to incorporate a call to action in coming ads to ask viewers to like and follow the page.

    On another note, Post Reach is up by 28%, which shows that posts are showing up in news feeds more frequently, and Post Engagement is up 34% meaning a lot more individuals are interacting with the posts. This is a good sign, as it indicates that the methods used for marketing the posts, such as tags and categories, are working efficiently. For reasons I'm unsure of, it appears that users may be unfollowing the page slightly more than the are following the page over the past month.

    Further down, we can see that Paid ads were much more effective than Organic for generating Post Reach. This is worth noting, as it can be optimized to reduce the overall cost of marketing. It shows that out of all Post Interactions, Reactions are the most common, and Shares are not very common. One possible call to action to improve this could be encouraging users to share the posts, and proving incentive, such as a raffle opportunity.

    Looking at the diagram that shows When Your Fans Are Online, we can see that about 9,600 users are active daily, typically between 8:00AM and 9:00PM. The peak time for user activity is about 8:00PM. From this information, it is possible to figure out the best times of day for leaving Facebook posts, or attempting to interact with your audience and fans. Next, we can see some demographics of Your Fans, that indicate about 2/3 of fans are male and 1/3 female. It also show the country, city, and language for the fans. This information shows us that almost all traffic comes from the United States, which is definitely expected, considering the business location. It explains that actual customers and potential customers are connecting to the Facebook business page, as the majority of fans are locals from Southern California.