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.


Megalytic Facebook Page Likes Widget


Adding the Facebook Page Likes Widget

In order to use this widget, you’ll first need to connect your Facebook business page to Megalytic. When you’re ready to add the Page Likes widget to your report, you’ll find it listed under the Facebook section of Megalytic widgets.


Finding Megalytic's Facebook Likes Widget


Click on the widget icon and drag it to your desired place within the report. You’ll see a prompt to choose the Facebook page for which you’d like to show data. Upon selecting the page, the widget will display, by default, a line graph showing total Likes over the last 30 days. This allows you to show, simply, the total Likes a page has and identify whether those likes have been increasing or decreasing over recent time.


Facebook Total Likes shown in a Megalytic Widget


Customizing the Widget: Time Series

As with other widgets, you can customize this to portray data in a number of ways. To begin editing options, click the gear in the upper left.

First, you can choose between two types of charts: a line chart and a time series bar chart. For example, if we want to show progression of likes on a weekly basis, the time series bar chart will help us to represent how the volume went up or down each week.

To change the chart style, select the icon for the new chart type. To change the timeframe you’re measuring, simply update the date range for your desired timeframe. In this case, we’ve expanded to gauge a two month period. Also note that we’ve chosen to show data on a “weekly” basis from the date selector.


Facebook Likes Chart in Megalytic shown using bars


Our final updated widget shows a trend of Likes increasing week by week for this page.

Showing Facebook Demographic Information

Quantity is important to measure, but it’s not the only factor when understanding social media effectiveness. Beyond counting total Likes, the additional value of this widget comes into play by showing demographic data about your page’s audience. This information will enable you to see if you’re reaching your intended audience. It can also help you identify other audiences that you may not have realized would show interest in your product. Within the widget options, the Dimension dropdown allows you to select from demographics and other factors to customize the data you show.

Age & Gender

In this instance, we’ll select Age & Gender from the dropdown, and we’ll change the graph type to a pie chart, visually demonstrating how much each demographic category makes of the whole. The final chart shows females 35-44 making up, by far, the largest portion of the Likes, joining with females 45-54 to make up close to half. Understanding this audience helps us tailor our content to appeal to it. If we’d like to engage more males, we now understand the need to spend more time and energy building content to reach that audience.


Facebook Page Likes by Age and Gender shown in a Megalytic Widget



Besides age and gender, you can also show geographic locations, including the cities and countries, where people who like your page reside. For small, local businesses, this data can help you pinpoint on a micro level what towns around you show the most interest in your brand. For national brands, this data can help to identify ideal metro areas for focused advertising and new store launches.

For this example, we’re showing insights from a page representing a legislative interest group in New York. The top cities represent areas where the messages from this group are being heard. This data can help show if the organization’s messaging is reaching the right legislative districts. Changing the Dimensions dropdown to City and updating the chart type to Table Graph allows us to list out the cities, showing the difference in the overall volume of Likes.


Facebook Page Likes by City shown in a Megalytic widget


It is now evident that New York City shows the highest number of Likes by far, which is not unexpected due to the vast population. But we can also point out that Buffalo and Rochester are the next largest cities by Likes, showing that the page is successfully reaching the western part of the state.


Finally, you can show the languages spoken by the people who like your page. This insight can help you to know if you should be translating marketing materials for foreign speakers or even creating dedicated pages for other languages. We’ll use a setup similar to the Likes by City widget, selecting Language as the dimension instead.


Facebook Page Likes by Language shown in a Megalytic Widget


Here, it is evident that US English speakers make up the vast majority of page Likes. However, there are a fair number of Spanish speakers who follow the page, as well. In order to ensure that Spanish speakers are hearing the message and contacting their legislators, the interest group running the page may do well to translate resources into Spanish.

Showing Like Sources

Besides looking at total Likes and demographics, you should also analyze where Likes came from. Did ads directly focused on building Likes bring in the greatest results? Did people like your page indirectly from popular posts shared by your followers?

Choose “Like Source” from the Dimension dropdown to show this breakdown in your report. In this instance, we’ll choose a bar graph to be able to easily compare the Like sources.


Facebook Page Likes by Source shown in a Megalytic Widget


Now, the chart shows the sources that drove Likes within the chosen time period. By far, the top driver of Likes was sponsored stories, which are paid promoted posts. In a paid promotion, people can choose to like your page from ads specifically tailored to drive Likes or regular promoted posts that include a Like button. This also shows that a few people liked the page off of ads on mobile devices.

Outside of paid promotion, the majority of people liked the page directly from the page profile, meaning they navigated to the Facebook brand page and then clicked the “Like” button. Finally, a few people liked the page directly from feed stories, organic posts appearing in their News Feeds.

This data can help to inform your social media strategies. For instance, if you find that the ads you ran in a particular month were especially effective in building Likes from relevant people, you should analyze the messaging and targeting of those ads to see what you can apply in the future.


There are multiple ways to customize the Facebook Likes widget for better social media reports. By showing your clients overall growth, demographic data, and sources for likes, you can prove the worth of your social media marketing contracts. Studying this data as a marketer can help you identify patterns and trends to refine and strengthen your messaging moving forward.

If you haven’t yet connected any Facebook brand pages to Megalytic, now is your time to start building improved reports for your clients. Take the time to configure this widget (and others) to show the data that will matter to your clients and to make smarter social media 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.
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.


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.