Understanding Your Marketing Statistics

Statistics are the pillars that hold your business together. Everything your business does from sales to marketing should be tracked. Without a tracking system in place, how will you know how to improve or where your shortfalls are?

There are many different ways to track your business operations. There are systems that track everything at once and make it easier to manage multiple accounts at the same time like Hootsuite. Then there are systems that track each site individually. Today we are going to focus on three individual analytic programs: Facebook Analytics, Twitter Analytics, and Google Analytics.


Facebook Analytics:

Over 80% of teens and adults have Facebook. Facebook is currently the largest social media platform in the world with over 1.96 billion monthly users. This makes it the ideal choice to start with.

Facebook’s free analytics tool, Insights, allows you to easily track the performance of your business or brand’s Page. With so many different measurable elements—such as Likes, engagement, reach, and demographics—Facebook Insights gives you a clear picture of where your social strategy stands. Providing clarity and perspective, Facebook Insights is like a good set of windshield wipers to help you navigate your social media plan.

While many aspects of social media campaigns are difficult to measure, Facebook’s analytics tools provide quality information at your fingertips. With 1.5 billion monthly users, it makes sense for your business to take advantage of this huge potential audience. Facebook Insights will provide you with everything you’d want to know about your Facebook Page, your audience, and your customers.

facebook insights
As Facebook explains: “You can use this information to create more of the types of posts that your audience is interested in seeing. You can also learn about when your audience is on Facebook and publish your posts when you’re likely to reach more people.” To explore the key areas Facebook Insights measures, we put together the following guide to help you understand how and why each metric is important to your overall social media strategy.

For more information regarding Facebook Insights check out my blog at:


Twitter Analytics:

Like Facebook and LinkedIn, Twitter’s analytics feature is designed to be used by the company’s potential paying customers. In other words, only accounts with Advertiser status can access Twitter analytics data.

When your account is changed to advertiser status, log in to see the Twitter Analytics dashboard. You have access to four distinct sections: Tweets, Followers, Twitter Cards and a drop down menu with options to Switch accounts (handy if you handle more than one Twitter account) and Edit access to the account.


Tweets Dashboard: The tweets dashboard is the best place to find detailed information about how your outgoing messages are performing.

Followers Dashboard: The Followers component of Twitter Analytics offers insights that third-party services can’t necessarily provide. In addition to tracking follower increases and information on gender and location (charting the top countries, states and cities where your audience members live), the Followers dashboard is the easiest way to find out which topics your followers find most interesting.

By tracking your audience’s changing interests, you will know what areas you should focus on for both original content and the content you retweet.

Twitter Cards Dashboard: If you use Twitter cards to promote your business, click the Twitter Cards link at the top of your dashboard to track how they’re working out. Modify any cards that aren’t performing well or try out another type of card.

Manage User Profiles: You can give other Twitter users access to the dashboard as needed. However, you don’t have to give the new users access to campaigns. You can set permissions so they can only access analytics data. This way, employees who don’t post on Twitter but may have use for the data can log into your brand’s analytics to find what they need. To manage user profiles, hover your mouse over your account name (in the right corner) and choose Edit Access to Account from the menu.

Google Analytics:

Google Analytics is the most widely used web analytics service on the Internet.[3] Google Analytics is offered also in two additional versions: the subscription based Google Analytics 360,[4] previously Google Analytics Premium, targeted at enterprise users and Google Analytics for Mobile Apps, an SDK that allows gathering usage data from iOS and Android Apps. Like Facebook and Twitter, it has many terms that monitor many different aspects of your marketing campaign. Check out the list below:


Dimensions—A dimension is a descriptive attribute or characteristic of an object that can be given different values. Browser, Exit Page, Screens and Session Duration are all examples of dimensions that appear by default in Google Analytics.

Metrics—Metrics are individual elements of a dimension that can be measured as a sum or a ratio. Screen views, Pages/Session, and Average Session Duration are examples of metrics in Google Analytics.

Sessions—A session is the period of time a user is actively engaged with your website, app, etc., within a date range. All usage data (Screen views, Events, E-commerce, etc.) is associated with a session.

Users—Users who have had at least one session within the selected date range. Includes both new and returning users.

Pageviews—Pageviews means the total number of pages viewed. Repeated views of a single page are counted.

Pages/Session—Pages/Session (Average Page Depth) is the average number of pages viewed during a session. Repeated views of a single page are counted.

Avg. Session Duration—The average length of a session.

Bounce Rate—Bounce rate is the percentage of single-page visits (i.e., visits in which the person left your site from the entrance page without interacting with the page).

New Sessions—An estimate of the percentage of first-time visits.

Goals—Goals let you measure how often users take or complete specific actions on your website.

Conversions—Conversions are the number of times goals have been completed on your website.

Campaigns—Campaigns (also known as custom campaigns) allow you to add parameters to any URL from your website to collect more information about your referral traffic.

Acquisition—Acquisition is how you acquire users.

Behavior—Behavior data helps you improve your content.

There are many different ways to track your business operations. With systems such as Facebook, Twitter and Google Analytics in place, you can be sure your business is in the right place. Success is built on knowing when your business gets stagnent, or what services need to be improved. Success is built on hard work, blood and tears. However, that doesn’t mean anything if it can’t be tracked.

Thank you for reading!

Feel free to comment with your thoughts and ideas! I always welcome new ideas.

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Dara FonteinDara is a Blog Writer at Hootsuite. She writes about social media, technology, and Hootsuite happenings. (2017, June 15). Facebook Analytics and Insights Beginners Guide – Hootsuite. Retrieved June 22, 2017, from https://blog.hootsuite.com/facebook-analytics-insights-beginners-guide/
How to Use Twitter Analytics to Find Important Data : Social Media Examiner. (2014, July 28). Retrieved June 22, 2017, from http://www.socialmediaexaminer.com/twitter-analytics/