Facebook offers no way for webmasters to track impressions or clicks coming from its walls, and this can make social media campaign success very hard to assess. Fortunately, there is a way to do this tracking even without Facebook’s help.
To track clicks, the easiest way is to use a service like ClickMeter to provide URL shortening. The shortened URL redirects through ClickMeter’s servers, and this makes it easy for the company to count how many clicks have been processed.
How to track Facebook important KPIs
Facebook Link Tracking
All you need to do to use this service is set up an account and then put your original destination URL into ClickMeter’s system. It will then generate a shortened URL that will redirect to your destination. Use the shortened URL on your Facebook wall, and then watch your ClickMeter account to see the stats.
Unlike some URL shortening services, ClickMeter’s redirections can do more than just basic tracking and redirects. Advanced redirect links will allow you to cloak your links, send mobile users to special sites or pages, and perform similar actions.
This service does even more than that. When link tracking is combined with ClickMeter’s view tracking pixel, it will also tell you which area the click came from and when it happened. This is a great help when it comes to tailoring ads to specific geographic locations, timing your posts, and otherwise helping you make essential campaign decisions.
Facebook wall View Tracking
If you want to know how many people see your Facebook wall whether they click or not, you’ll need to add a tracking pixel to your posts. Tracking pixels are clear, 1×1-pixel gifs that are invisible from the user side. When these images are served, they send the server a variety of information, such as what country the user came from, what time they visited, and system information like which browser was in use. When the pixels come from a company like ClickMeter, the number of times they are shown and when they were shown are tracked. The data is even graphed, so it’s easy to make sense of at a glance.
Tracking Conversions from Facebook
Knowing how many people saw a post and how many clicked your link is interesting, but if you’re trying to sell something, the top thing you’ll want to know is the conversion ratio. This is the ratio of people who bought the offer in relation to how many clicked your link. One easy way to track your conversion ratio is to set up a paid account on ClickMeter and use their codes to enable this type of data collection. It’s very easy to do, and involves placing a snippet of code on your site that will pick up whether or not a buyer has come from Facebook. ClickMeter has made an easy-to-follow, 3-minute video that shows exactly how to set everything up so that you can send its servers the information needed to do this tracking for you. This makes implementing conversion tracking super-simple.
With the data from these three services, you can stop guessing about whether your Facebook campaign is working or whether people are even seeing your company’s wall. You’ll also be able to test a variety of approaches so that you can find out which ones work best with the Facebook audience.
Like all other social media sites, Facebook’s culture is unique. This means that a one-size-fits-all approach will not work for a social media campaign. By tracking views (impressions), clicks, and conversions from Facebook, you’ll be able to learn how to tweak your campaigns for the best possible results.