When potential dates, employers and friends glance at your online social profiles, what do they see? EyeTrackShop, a startup that runs eye-tracking studies for advertisers, helpedMashable find out by applying its technology to the profile pages of popular social networks.
The study used the webcams of 30 participants to record their eye movements as they were shown profile pages fromFacebook, Google+, LinkedIn, Flickr, YouTube, Klout, Reddit, Digg, Tumblr, Twitter, StumbleUpon and Pinterest at 10-second intervals. What participants looked at on each page and in what order is recorded in the images below.
Filed under: #mktgcloud, Analytics, Datarati, Social Media | Tags: Data, Facebook, Insights
On the eve of Advertising Week, Facebook last night announced that it will provide several new Page Insights metrics to marketers to help them gauge their reach on the social network. Along with total friends of fans and total weekly reach, “People Talking About This” will show the total number of stories published by Facebook users that mention a brand, including wall posts, comments, shares, and more. We’ve learned the new metrics will roll out on Wednesday.
The metrics will help brands measure their earned media on Facebook in addition to their paid ads and owned Page posts. While the Insights tab will only be visible to admins, a simple count of People Talking About This will be publicly available on a brand’s Page beneath their total Like count. This will give businesses some ability to benchmark themselves against competitors. Users can expect more purposefully viral marketing and ad campaigns on Facebook now that brands can accurately track their reach.
Filed under: #mktgcloud, Datarati, Social Media | Tags: Facebook, Social Media
By advertising to Facebook fans instead of non-fans, advertisers can reduce the acquisition cost of registrations by 44%, event signups by 33%, and purchases by 15%.
These results of a 4.1 billion ad-impression, thirteen-client test have been exclusively shared with Inside Facebook by TBG Digital, developers of one of the most popular technology solutions for buying huge volumes of Facebook ads.
Filed under: #mktgcloud, Datarati, Social Media, Visualisation | Tags: Facebook, Social Media
Filed under: #mktgcloud, Analytics, Datarati, Social Media | Tags: Facebook, Social Media
Some Facebook users are now seeing several changes to Facebook’s advertising analytics tool in what appears to be the start of the roll out of a major update. The changes include the addition of data on ad reach and average frequency (number of times a user has seen the same ad); a funnel showing targets, reached, and social reach; and a line graph of clicks and social actions generated by an ad.
Facebook appears to be refocusing the tool on new, social key performance indicators such as Likes and app installs, and moving away from old online advertising metrics such as CPM, which isn’t even readily shown in the updated tool.
Those to whom the update has been rolled out are offered a tour of the new features when they first visit their ads manager. It explains the new data columns in the campaigns view including:
- Reach – the number of unique individuals who viewed an ad
- Frequency – the average number of times a single person viewed an ad
- Social Reach – the absolute number of people who saw the ad with social context (names or pictures of friends who connected with the ad’s destination)
- Connections – social actions triggered by the ad, including Page Likes, application installs, and Event RSVPs
A new “Audience” funnel shows how many users were within the ad’s targeting parameters, how many saw the ad, and how many saw it with social context. This, as well as the frequency data, helps advertisers determine if an ad has exhausted its targets and either needs its creative rotated or its targeting switched to prevent the same ad from being shown too many times to the same user.
A “Response” line graph displays the clicks and connections produced by the ad campaign. This can help advertisers determine if they’re paying for clicks from the right users. A large gap between clicks and connections shows the campaign isn’t performing well, even if clicks or click through rates are high.
Some data fields that appear to have been removed from the tool include cost per thousand impressions (CPM), and daily CTR.
The update answer several requests from advertisers, including the ability to see ad frequency. Highlighting social actions triggered by ads will show the strength of Facebook’s social ad units includingSponsored Stories. By moving away from data common in search and display advertising tools, Facebook is improving the social advertising analytics experience while driving home that fact that this is a radically different advertising platform than what’s available anywhere else on the internet.