Measure Facebook Page ROI with Campalyst

July 27, 2011

1:02 pm

If you’re a community manager, you know how important web analytics are to implementing your social media marketing plan. You also know how difficult it can be to hone in on the numbers that best represent ROI.

Campalyst is an analytics software platform that focuses solely on measuring the ROI of Facebook Pages. It provides detailed measurements of each stage in the conversion funnel from a status update view on your page to the conversion on your website.

You may be thinking to yourself, “But, doesn’t Facebook Insights provide this information for free?” Here is a comparison of features for Campalyst and Insights:

Both Campalyst and Insights provide metrics for:

  • status update views
  • fan counts
  • fan reach

Only Campalyst provides metrics for:

  • website visits
  • conversions
  • conversion value

With Google Analytics, you can certainly get website conversion metrics, but you won’t get any of the Facebook Page-specific features mentioned above.

A one-stop shop for Facebook Analytics, Campalyst offers brands the ability to measure direct conversions from social media and optimize efforts to more effectively impact sales. As a marketer who has spent too much time tracking intermediary social media metrics in Excel, such as likes or fans, I would definitely recommend checking out any platform that can give a more honest and efficient assessment of Facebook marketing efforts.

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Meg Rayford is a communications consultant based in Northern Virginia. She previously spent two years as the Director of Public Relations for a nonprofit startup, where she learned a lot about providing clean water for impoverished countries, even within the confines of a bootstrapped startup. She is the editor of Tech Cocktail, and she develops media strategies for companies in Washington, DC and Virginia. You can read her most recent work in the marketing chapter of the upcoming book, "Social Innovation and Impact in Nonprofit Leadership," which will be published in Spring 2014 by Springer Publishing. Follow her @megkrayford.

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