These days, most creatives looking to position themselves in the market, and the minds of their target audience, use social media. Measuring your analytics makes it easier for you to make better marketing decisions. Knowing what performance has been achieved helps to gain clarity on future objectives and goals, and also allows creating a predictive orientation for promotional actions.
Next, I will give you a summary: a kind of know-how to measure analytics if you are a beginner. This exercise can be useful for your influence on the network to grow. Let’s say you run at least one website, and four social networks: YouTube, Twitter, Facebook, and Instagram. Take note in each of them of the following numbers:
- The number of content: posts you produce per month.
- The number of impressions (times someone views your content, even if they are not your follower) that you have achieved in the most recent month.
- The total number of impressions you have achieved, since you created that site to date.
- The number of followers.
- Monthly conversions, that is, the number of sales you achieve with your promotional activity.
As you can see, the number of content posts is a measure of the effort you invest in growing your networks. This depends on you, on making a publication schedule, establishing a rhythm, and being willing to follow it up constantly. The number of followers and impressions does not depend so much on you but is a result of how much your content generates interest in the audiences. Finally, the number of conversions is what allows your activity to be profitable.
You can achieve this information in one day if you visit the analytics or insights area on your social networks and website. On Facebook, you have this option for free only if your profile is a Facebook page (not a personal profile), and on Instagram, if your account is a business account, for which you must link it with a Facebook page. Take note and make a graph that allows you to visualize in which network you achieve the highest traffic or conversion. If you use, for example, canva graphics, they will give you the percentages clearly. You will realize that a greater number of followers does not always mean a greater number of impressions or sales. You will be able to detect which of the networks is the one that helps you the most to achieve sales, and you will be able to reflect on what you do to promote yourself, and how to improve it. Some of the questions you can ask yourself are: Who is my target audience? Through what means do they access my website? How do they behave on my page? And how do they meet the objectives of my online strategy?
It is important to mention that although some networks such as Facebook, Twitter, YouTube, Pinterest, provide the number of impressions for free, this is more difficult to achieve on Instagram. You can find for free the number of accounts reached, or the percentage of interactions with the content, which are different indicators. Also, because the European legislation is more restrictive than the American one, the reports related to messages are blocked. However, some paid apps offer you the complete measurement of Instagram analytics, some with a free trial: Hootsuite, Squarelovin, Pixlee, Crowdfire, Later, Minter.io, Smartmetrics, Iconoquare, Union Metrics, Keyhole, Sprout Social, Whatagraph, Rival IQ, Socialbakers, HypeAuditor. On the webstagram.org and tanke.fr websites, you can find the engagement percentage for free and immediately, (which can be translated as engagement or interaction), on your Instagram profile.
By measuring your analytics periodically, every two or three months, you can see if you achieve an increase in the numbers, if they stagnate, or regrettably decrease. Ideally, you have a strategy aimed at expansion. In addition to the aforementioned data, this exercise may provide you with more information, such as:
- The time you attract the most traffic. This is useful for you to remember to post at that time.
- The average number of pages that a user visits. This is an indicator of how much the content we share is of interest and the relevance of the brand for users who refer to us. The opposite of this is the bounce rate, people who enter to see the content, but leave almost immediately without taking any action (likes, commenting, or sharing).
- Geographical and language data: We can also receive information from which countries visit us.
- Channels or sources of traffic. We will find information on how users came to our site, whether through a social network, the use of search engines, or other sources.
- Keywords, hashtags: On some pages, we find what were the words that the user searched to get to our site.
Surely one of the indices that will be most interesting to you is CAC: Customer Acquisition Cost. This is obtained by quantifying: -how much do you invest to acquire customers per month? And divide this into the number of new clients you make monthly. This way you will know how many dollars you must invest in generating content and promotion to achieve a sale.
Another index of value is the Lifetime Value, LTV. In other words, the average price or ticket of your product is 500 dollars, and your client stays for about 6 months in your company. Therefore, you have a contract value of 3,000, three thousand dollars. This means that each client you achieve has a value of three thousand dollars of income for your company. The LTV together with the CAC allow you to visualize if you spend more to attract your clients than what they bring in income.
Some tools external to your website and social networks may allow you to obtain web metrics: Google Analytics. Adobe Analytics. Google Attribution. Clicktale. 4Q iPerceptions. Compete. Improvely, etc. You will also need tools to capture, synthesize and visualize the information. That is, spreadsheets or design programs that make graphics from numeric inputs: Canva. Excel (from Microsoft). Google Sheets. Tableau. At the end of the day, you probably want to learn more about Growth Hacking, which are strategies to grow your influence.
Thank you. Love, grace and transcendence blessings
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