Analyzing the Demographics of Your Facebook Users

Published April 21, 2016
Who is your audience? Answering that question requires you to answer many other questions, such as what do they like; where do they live; and how old are they? The rabbit hole of intelligence goes much deeper, but even a general understanding of these basic details provides a foundation on which to begin to target and refine your marketing messages.
Previously, we’ve talked about seeing likes, reach, and pageviews in Facebook Insights. While you should measure how your page’s footprint is building, it’s also important to look at who encounters your brand. To do that, Facebook provides a wealth of information about your users’ demographics. You can see demographic data about the people who have chosen to like your page and those whom you’ve reached with your posts.
This information can help to show you if you are successfully reaching your brand’s intended audience. With this kind of insight, you can pinpoint and report on demographic categories that appear especially likely to engage with your content. Let’s dive in and look at some key Facebook Insights charts that will help you learn more about the audience you’re reaching on Facebook.



Customizing Megalytic: The Facebook Page Likes Widget

Published April 12, 2016
“Do you like me? Circle Yes or No.” The concept of liking and being liked is a hallmark of affection and approval in our society, ingrained in us since the first notes we passed in childhood.
Likewise, one of the most consistent, pervasive and socially influential features in the advent of social media has been Facebook’s “Like” button. The thumbs up that lets you know whether or not you have garnered the approval of the masses.
Now, we’re excited to take our first in-depth look at one of the widgets built for our Facebook integration. The Facebook Page Likes widget allows you to break down page Likes by demographics, source, and other factors. This widget allows you to demonstrate the effectiveness of your social media posting and advertising in your reporting and helps with the process of analyzing what types of people are interested in your brand.



Understanding Google Analytics Channels

Published April 8, 2016
One of the most exciting and important aspects of digital marketing is the ability to understand exactly how your customers are finding you. It informs every single part of integrated campaigns and helps determine which efforts are working and which ones need to be revisited. Google Analytics allows you to zero in on the performances of different marketing channels to evaluate everything from brand awareness to social media messaging. To get the most insight from that data, it’s crucial to understand exactly how Google sorts your traffic.

Channels in Google Analytics are high-level categories indicating how people found your site. While the Source/Medium report shows you in more detail where people came from, Channels are broader, more “user-friendly” names lumping visits together in buckets useful for high-level reporting categories.

For instance, Facebook Sessions often show up in multiple ways in the Source/Medium report. They may appear as,, and, all of which are variations of the same source. The Channels report will include all of these in the Social bucket, so you can see less granular, aggregate numbers on social media performance.

Understanding Facebook Page Insights: Likes, Reach, and Page Views

Published April 5, 2016
Facebook Page Insights is the Facebook platform’s own suite of reporting metrics that allow you to see how well your Page is reaching your target audience. Facebook Page Insights data provides detailed information about the people who like your page and who you reach with your posts. Understanding this reach and engagement will help you to set targets and improve your social media marketing efforts. In addition, you can measure the effectiveness of your posts by looking at how many people saw and interacted with each one. By studying patterns and trends, you can use that intelligence to inform and refine future posts and campaigns.
Over the next couple of weeks, we’ll take a closer look at all the different aspects of your online audience you can analyze through Facebook Insights. We’ll start by covering Likes, Reach, and Page Views.




Digital marketers spend a lot of time focused on PPC and SEO campaigns in order to drive desirable traffic to a website. The phrases we’re ranking for and bidding on get meticulous attention, so much so that we often forget about some of the other ways that visitors find us.

We put a tremendous amount of the effort we put into reviewing organic search data and PPC campaign performance in analytics. But how closely do we monitor referral reports?

If that’s not a channel you review regularly, you may be missing out on seeing traffic that is coming directly from links you’ve obtained around the web, local business listings, news mentions, and more. Many times, links are only considered as a means to an end, a metric that Google uses in determining how to rank sites in the SERPs (search engine results pages). But the fact is, many of a site’s links may be directly contributing to its traffic.

In this article, we’ll review how to look at referral reports in Google Analytics, and some of the many ways to use that data to better inform your web marketing decisions.


When the client first came to you, you talked up the value of Google Analytics. You emphasized the importance of seeing where your traffic was coming from. You went on and on about how Google Analytics can show traffic sources to pinpoint whether people came from search, social media or a specific site referral, and how valuable this data was. You sold them on it, so much so that your client looked forward to receiving that first report, the magical day when they would finally understand where visitors were coming from.
But then the report came, and it looked like this:



It showed that 10% of your client’s traffic came from “(direct)/(none)”. What does this label mean? How do you explain Direct traffic to your client? Better yet, how do you explain “none”?
Let’s take a closer look at understanding Direct traffic in Google Analytics and how we can address it with clients.
Remember how your mom told you not to stand too close to the television because it might hurt your eyes?

The same rules can apply to data. If you’re too close, you may miss the patterns and trends that are crucial to understanding your website’s performance. You can’t judge a site’s performance looking at data in the bubble of a single day, you must consider any day’s traffic compared to the days before and after.

Google Analytics makes it fairly easy to analyze trends over long periods of time. But it also allows you to stand right in front of that TV, to look at more granular levels of time, right down to the hour.
There’s a better way to get that close to the data, without burning your retinas. We’ll cover how to analyze traffic effectively in today’s post.