Analytics in social networks: what tools exist and how they help you

Analytics in social networks: what tools exist and how they help you

If you use social media as part of your marketing strategy, you already know that success cannot be measured simply by “likes.” We need to understand how these platforms can contribute to achieving the company’s marketing goals and use social media analytics tools to measure relevant metrics.

Fortunately, today Nowadays, all the main social networks have their own analytics systems that help us to understand in depth what is happening and to prepare reports. Let’s see what are the analytics solutions in social networks and what they can contribute to your company.

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The main analytics tools in social networks

1) Analytics Facebook

Facebook’s analytics solution, Facebook Analytics , will no longer be available on June 30, 2021. Until that date, you can continue to access reports and statistics and export data .

But that does not mean that you can no longer know what is happening with your Facebook account. Facebook analytics functions will be replaced by other tools for companies, such as:

  • Facebook Business Suite: designed to manage your Facebook and Instagram business accounts. Here you can see detailed information about the performance of your content and your audience.

  • Ads manager: this is the advertising platform for Facebook and Instagram. You can use it to see the results of your campaigns, ad sets and creatives, as well as to manage your account.

  • Event manager: here you can see the actions that users have performed on your website, your application or your physical store. You can also use it to configure the Facebook pixel and the conversion API.

2) Instagram Analytics

The solution of Instagram analytics is called Instagram Insights . Your data is organized into three main sections:

  • Activity . In this tab you can find information about interactions (visits to your profile, clicks on your website, emails and calls) and about discovery (reach and impressions). This data is used to give you an idea of ​​the influence of your presence on Instagram and the ways in which users relate to you.

  • Contents . Here you can see data about individual posts on your profile, including wall photos and videos, Stories, and even sponsored posts. The content is divided into three sections: feed, Stories and promotions.
  • Audience . Finally, in this tab you can see information about who your followers are (including gender and age) and where they live, as well as see the variations in the number of followers. You can use this data to better understand which audience you are targeting on Instagram and whether or not it matches your buyer persona.

3) Analytics TikTok

The social network that has been sweeping in recent years also offers analytics, but only to users who have Pro accounts, designed for content creators and companies. If this is your case, you will be able to access three types of data:

  • General view: here you can monitor visits to your videos and your profile and your number of followers. You can view data from the last week or the last 28 days.

  • Information about the content: more information about the performance of your videos. Include data on visits to your videos and trending videos. Thus, you will be able to identify which content your followers are most interested in.

  • Information about your followers : Finally, here you will find data on the gender and other demographics of your followers. You can also see how many followers you have gained or lost in the last week and the top 5 countries from which users interact with your content.

4) YouTube Analytics

The YouTube analytics tool is integrated into YouTube Studio, that is, the main control panel of this social network. The metrics are organized into three large groups:

  • General description: a summary of the activity of the videos of our channel, including total reproductions, minutes seen, subscribers and places from where they access.

  • Playback reports: here the characteristics of the users who play our videos are analyzed and segmented, including gender, age, geographical location, device, browser and average duration of the views.

  • Interaction with the audience: data on how the public reacts to our videos. It includes information about the total number of visits, likes and dislikes, favorites, shares and annotations.

5) Analytics Twitch

Twitch stats can be found in the creator dashboard. The data is divided into three sections:

  • Channel analytics: provides a complete view of the revenue generated by your broadcast, personalization statistics and viewers. By default, this section shows data from the last 30 days, but you can customize it to filter by the date range that interests you the most.

  • Stream Summary: shows an overview of each of your broadcasts, including statistics of viewers, followers and chat, graphs with average viewers and new followers, the 5 most popular clips of your stream, the places of origin of the visitors and more.

  • Achievements: this This section is designed to help you grow, set goals and show the progress you have made towards becoming an affiliate or partner. The information and achievements displayed vary depending on your use of Twitch. The first ones are designed to help you prepare and launch your first broadcast.

6) Twitter Analytics

The analytics of Twitter shows you the news of your account during the last 28 days or the last month, depending on the section. These are some of the data you can find:

  • The tweets you have published.

  • The number of times your tweets have been shown on someone’s timeline.

  • The number of users who have visited your profile.

  • The number of times you’ve been mentioned.

  • The number of followers.

  • The tweet you got the highest number of impressions in the last month.

  • The mention that generated the most impressions in the last month.

  • The most popular follower of the last month, that is, the person with the most followers who has followed you.

  • Demographics about your followers and your organic audience.

7) LinkedIn Analytics

LinkedIn has analytics for both pages and users.

Among the information it offers to the pages , we can highlight the following data:

  • The effectiveness of your updates, including the videos.

  • The demographics and origin of your followers and the people who visit your profile.

  • Talent Brand analysis for companies using LinkedIn job pages.

  • The data they provide about user profiles include:

    • The Social Selling Index, a “note” that is decided based on your personal brand, your ability to find suitable contacts, the interactions that provide content and the relationships built.

    • The number of visits to your profile.

    • The number of times your profile has appeared in searches made on LinkedIn.

    8) Analytics Pinterest

    The Pinterest analytics tool shows you results about your published content, both paid and organic . These are the metrics it uses:

    • Impressions: number of times a Pin or ad has appeared on screen.
    • Engagements: total interactions with your Pins.
    • Pin clicks: total clicks to a Pin or an ad, both on and off Pinterest.
    • Outbound clicks: number of actions that led a user to a destination outside of Pinterest.
    • Outbound click rate: the number of clicks on the destination URL associated with a pin divided by the total number of times the Pins have been on screen.
    • Video views: only counted if they last at least 2 seconds and 50% of the video is visible.
    • Average playback time of the videos.
    • Number saves: number of times someone has saved your Pin on a board.
    • Pin click rate: number of clicks between number of impressions.

    9) Google Analytics

    Finally, although it is not a social media analytics tool itself, let’s to take a look at Google analytics, which allow us to have a more general view of the presence of our brand online.

    Recently, Google has presented Google Analytics 4 , which It is no longer focused on measuring what happens within a website but also offers metrics for other digital properties, such as mobile applications. These are the most important new features compared to previous versions of this tool:

    • The basic unit of measurement is events, which allow better measurement of interactions that do not occur on web pages.
    • Includes predictive metrics on the possibility that a user converts or abandons us.

    • It allows to better track customer journey in different sessions, including applications and web pages.

    • It incorporates the integrated measurement of different domains of the same mark.

    • Event editing has been improved.

    • It focuses more on privacy, incorporating ways to analyze user data that do not require the use of cookies.

    • Reports have been simplified and organized.

    • Includes more free premium features, such as BigQuery integration.

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