If you’re not careful, Facebook can be quite a time suck. You might set out to spend a few hours sourcing content and wind...
Using Google Analytics Campaigns to Track Facebook Link PerformanceLuke
Your Facebook Page can provide a ton of traffic to your websites and blogs, but how can you accurately track the performance of that traffic?
I use Google Analytics to analyze the traffic my websites and blogs receive from my Facebook Pages and Facebook Ads.
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In the example below, I will outline how I use Campaign URLs, URL parameters, and Campaign reports to get a full picture of the performance of the links I’m promoting.
Using Google Analytics
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If you are not using Google Analytics on your websites, you are making a big mistake. Analytics is a free tool from Google that, according to Marketing Land, is used by 30-50 million websites.
Analytics provides you with a ton of data (more than you probably need) for the visitors who are going to your website.
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I use Google Analytics on this blog as well as the main FPTraffic site to keep track of our daily, weekly, monthly, and yearly growth including the traffic we get from our Facebook Page and the ads I have running on Facebook to reengage visitors and members.
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A few days ago, I started a retargeting campaign on Facebook using ads to educate users about our awesome WordPress scheduling tool. Here is how I did it.
Tracking an Analytics Campaign
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Assuming you have Google Analytics installed on your website or blog, all you need to do to start tracking different link performance setups is to create a unique Campaign for each link.
That sounds complicated, but it’s very easy. In fact, Facebook has a tool you can use to create your link. You can find it here.
I will show you how you can track this information on Google Analytics below and it’ll make more sense then, but in order to build your link (URL), all you need to do is copy and paste your Website URL and then enter the 3 required fields:
- Campaign Source
- Campaign Medium
- Campaign Name
What you choose to use for your Source, Medium, and Name are up to you, but I will usually set mine up like this:
- Campaign Name – a name specifically about the article or link I am advertising. For example, I used re-wordpress above because it’s a retargeting campaign for the WordPress article on this blog.
- Campaign Medium – the medium I usually use is the name of the Ad Set. Again, people will differ based on how they want to set this up, but I’ve found this works well.
- Campaign Source – I keep this as facebook when promoting the link on Facebook. If I was going to run this same campaign on Google AdWords, I would change it to adwords.
Once you’ve entered in at least those 3 required fields to help identify your link, click on Create URL and Facebook will generate your link for this particular campaign. Mine is:
Now, when I setup my ad in Facebook Ads, I can use that URL for this particular campaign retargeting FPTraffic users. You can also just copy/paste that URL into your Facebook Page or schedule the link to be posted to your Page using FPTraffic.
Setting URL Parameters
I use the Facebook Power Editor when creating ads and when I am setting up multiple ads for the same link, I use the URL Parameters option under Tracking when creating my ad.
You can create 1 ad post and then set it up with multiple variations of your campaign URL to track each Ad Set differently.
For example, with my WordPress post ad, I setup an Ad Set to retarget FPTraffic users and a different Ad Set retargeting PeerFly publishers with the same ad.
Then, in my Facebook Ads Reports, I can see which Ad Set is performing best.
As you can see from the screenshot above, my FPTraffic retargeted traffic is quite a bit cheaper than the PeerFly retargeted traffic. But, how can we see their performance in Google Analytics?
Viewing Campaign Statistics in Google Analytics
The reason we want to be able to analyze the traffic we’re receiving in Google Analytics and Facebook Ads is because there are certain metrics that may be more important than just cost per click.
With my campaign above trying to get users to read the article about using FPTraffic to automatically schedule WordPress posts, I want to get cheap clicks, but I also want to make sure that the people who are reading the article are also engaged with it. How much time are they spending reading the article? How many other pages on the blog do they view after reading the article? These are just two data points I can get from Google Analytics that I cannot get from Facebook Ads.
To view your campaign statistics on Google Analytics, simply open Analytics and then go to:
- View the overall campaign stats and then click on the campaign name (step 3 in the screenshot below) to view a breakdown of your Ad Sets for that campaign.
Here is an example:
When you click the campaign name you will be able to see a breakdown by source/medium, which we set as the Ad Set name.
As you can see from my example, the people I was retargeting with the PeerFly retargeting audience were viewing over 4 pages on every visit. They’re exploring this blog and hopefully finding all the content valuable.
Using the information provided above, it’s easy to see a pretty clear breakdown of the performance of each link. You can do this for any link you promote anywhere. Google Analytics makes it easy!
If you have any questions about using Google Analytics campaigns or Facebook Ads, please post them in the comments below or email me. I am happy to help! 🙂