Facebook Reporting Changes: Megalytic Updates from 2016

Published December 8, 2016
Another year is almost done. Whether you loved it or hated it time pushes forward and we are all changed, for better or worse. For us here at Megalytic, 2016 has been a big. We’ve expanded our reporting capabilities, updated widgets and created more opportunities for you to connect to additional platforms.
But some of our biggest and most exciting updates of the year have revolved around the social media game-changing juggernaut, Facebook. The major developments included connecting with Facebook Page Insights and Facebook Advertising, and including these metrics as a streamlined part of the Megalytic reporting interface.
If you’re posting on Facebook and/or running Facebook ads for your clients and not yet using these features, you’ll find the new connectivity useful for expanding your reports. Even if you’ve begun using these features, you may discover some additional capabilities that you’re not integrating in reports. In this article, we’ll review how to set up Facebook integration and how to use the accompanying widgets.


Megalytic Chart of Facebook Page Impressions by Medium


Integrating Megalytic with Facebook

In order to integrate your Megalytic reports with Facebook, first make sure you’re logged into the Facebook account connected with the page(s) or ad account(s) you want to add. Navigate to the “Manage” page in your account. Scroll to the Connections box and select “Add a New Connection.” In the box that appears, you can choose from Facebook Page Insights or Facebook Ads Insights.


Megalytic - Adding a Facebook Connection


After selecting one of these, you’ll see a request to authorize connecting your Facebook account. You’ll authorize your account and then, if you have access to multiple pages/ad accounts, see a list of the ones connected to your account. Check the boxes for any you want to add and click “Connect.” Now, you’ll be able to access your new connections in report widgets.

Reporting on Facebook Page Insights

Insights allow you to uncover a wealth of data about how successfully you’ve reached your target audience on Facebook. In turn, reporting on this data can help to prove the value of your social efforts.

Facebook Page Insights integration includes six different widgets:

  • Page Likes
  • Posts Published
  • Page Impressions
  • Page Reach
  • Page KPI
  • Page Multi KPI

With these widgets, you can report comprehensively on who liked your page, who saw posts, and how page performance has changed over time. Whether you’re managing social media on an ongoing basis for a client or running a one-time promotion around an event, you can easily present data for your desired timeframe.

To start your report, you can highlight top-level performance using the KPI widgets. These can include comparisons on a daily, 7-day, or 28-day level. For instance, the Multi KPI widget below shows performance for the last 28 days, compared with the previous period and the previous year.


Megalytic - Facebook Multi-KPI Widget


Next, you can use bar or line graphs to show performance over a period of time, demonstrating trends of growth or shrinkage. For instance, you may want to show how likes have grown in volume or frequency and highlight which periods were especially high performing. We’ve configured the Page Likes widget below with a bar chart showing daily likes over the last 90 days.


Megalytic - Page Likes Widget


To delve more deeply into the demographic buildup of your fan base, you can configure the same widget to show breakdowns by age, gender, and geography. This data can help determine if you’re reaching the intended audience or seeing interest from an audience you didn’t initially expect.

In the example below, we use a table graph to show likes by gender and age categories. We can note that women by far make up the largest demographic, particularly in the 35-44 age range.


Megalytic - Facebook Likes by Gender and Age


In addition to likes, you should also by monitoring reach, noting how many people are exposed to your posts. Remember though, your reach data can vary widely from data on those who like your page.

Many of the people who see your posts via ads, their friends’ interaction, and other factors are outside of the audience who like your page. In addition, many of the people who like your page may not actually be seeing your posts.

You can break down reach by time period and the same demographic factors used for likes. For instance, here we’ll use the Page Reach widget to show reach by city. We can note that Boston ranks, by far, as the city where the most people saw posts.


Megalytic - Facebook Page Reach by City


Beyond reach, you can also show how many people are looking at your Facebook business page itself by using the Page Impressions widget. You can segment the medium to break down impressions by paid (advertising), organic (natural exposure in newsfeed), and viral (shown via a friend). Below, we’ve used an area chart to show impressions over the last 30 days for a page heavily utilizing ads for a promotional campaign.


Megalytic Chart of Facebook Page Impressions by Medium


Read our full blog post about integrating Facebook insights widgets with Megalytic.

Reporting on Facebook Ads

Beyond Facebook Page Insights, you can also report on the performance of ad campaigns with integration of a Facebook Advertising account. To report on ad metrics, you can use three highly customizable widgets:

  • Ads Campaigns
  • Ads KPI
  • Ads Multi KPI

Once again, the Multi KPI widget can help to put important metrics front and center. Below, we show Unique Clicks to Link, Reach, Cost Per Unique Click, and Amount Spent for the last week, comparing data to the previous period and previous year.


Megalytic displaying Facebook Ads KPIs


Next, use the Facebook Ads Campaigns widget to break down more specifics from advertising performance. By pinpointing campaigns, ad sets, and ads that performed the best, you can determine the audience targeting criteria and messaging that delivers the most effective results. You can choose from a number of metrics available via the Facebook Ads interface; in the example below, we’re showing click and reach performance by campaign.


Megalytic displaying Facebook Ads Campaigns


Note that including multiple metrics like cost per click and clickthrough rate can help to highlight various areas of performance. In our example, the “Home” campaign has more traffic and a significantly lower cost per click; however, the “Auto” campaign has a higher CTR (clickthrough rate).

You can use this widget to show ads on the account, campaign, ad set, or ad level, as well as segmenting data to specific campaigns or ad sets. Below, see how we’ve adapted the widget to show Unique Clicks to Link and Unique CTR by individual ad. We can see that the ad labeled “Choose Home Insurance Doorway” (referencing imagery in the ad) received by far the most clicks and the highest CTR.


Megalytic showing Individual Facebook Ads


For more info, check out our full article on our Facebook ad integration. As a bonus we also have Facebook Templates for sample reports to inspire you.


Megalytic’s new integrations allow you to expand your reporting capabilities as you move ahead into a new year. As a solution to report on your Facebook marketing efforts, integrate your Facebook business pages and ad accounts to better communicate results to your clients.

Once you start customizing the widgets, you’ll find the level of customization invaluable for showing the performance of organic and paid social media campaigns. With our Facebook widgets fully integrated we’re looking toward the future. Tell us what new features you’d like to see in Megalytic over the coming year!


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.
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.