As a digital marketing agency, we use various analytics tools to track the performance of our clients’ campaigns to ensure that we are always improving and continuing to provide results.
Two such tools are Facebook Insights and Google Analytics. But what can we learn from these tools, and which is better?
What is Facebook Insights?
This tool will give you insight into how users are interacting with your Facebook business page and can provide valuable information about your audience and content.
You are provided with access to a variety of metrics, giving you the data you need to make the most of the platform.
What Can You Learn From Facebook Insights?
But what kind of metrics are measured here?
Once you have accessed your page’s Facebook Insights, you will see a menu detailing the kind of data that is provided.
One of the most useful tabs here is the ‘Overview’ tab, which gives you a quick rundown of everything you need to know about what’s happened on your page over the past few days, including:
- Actions on Page
- Page Views
- Page Likes
- Page Reach
- Post Engagement
When scrolling down on this page, you can also see the performance of your most recent posts, giving you an instant visual of how well your content is being received.
Other tabs in the Insights menu will give you more in-depth information on these categories, showing you when particular page events happened along with the demographics of your audience.
By harnessing this kind of data, you can more successfully predict which content is likely to go viral, and which concepts need work.
Another helpful tool on the ‘Overview’ tab is the final section, ‘Pages to Watch’. This shows you how other similar pages are performing compared to yours, giving you a feel for how your competitors are faring in the social media world.
What is Google Analytics?
Another tool that is essential in the digital marketing industry is Google Analytics (GA). By connecting GA to your website, you can access a huge range of in-depth information that Google collects on your audience and content.
You can also integrate other vital marketing tools like Google Ads and Search Console to your GA account to make analysing and collecting data easier.
What can You Learn From Google Analytics?
But how does this analytical tool differ from Facebook Insights?
The data that Google Analytics collects is far more expansive than the information you get through Facebook. There are so many things you can measure that it can be overwhelming when first using it.
However, the sheer amount of data to analyse makes it incredibly useful for measuring all aspects of your campaign and website performance, not only the success of your Facebook campaigns.
The data on GA is broadly split into:
Some important metrics and dimensions you can find through these categories are:
- Audience Location
- Page Views
- Time on Page
- Bounce Rate
This is by no means an exhaustive list – all of these data points and more will help give you an in-depth look at your website’s traffic, which pages or posts see the most conversions and a profile of your audience, to name a few.
Through GA, you can set custom dimensions and categories, ensuring that the data you’re analysing is the most useful for your specific goals.
Which is Better?
Ultimately, which tool is right for you will come down to which questions you want to be answered and which areas you are trying to improve.
Both can be invaluable when it comes to understanding your customers’ journeys and tailoring your online content more effectively – there is nothing stopping you from using both analytics platforms to help improve your marketing strategies!
Navigating the world of analytical tools can be tricky when there’s so much data to contend with. Here at Ducard, our digital marketing specialists are experts in working with analytics to tailor campaigns and develop strategies geared towards the success of your business!
To find out more about how our services could take your business to the next level, get in touch today.