E-Marketing

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Let's get ready to learn about Monitoring and Evaluating business ads.
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We know that Google, Facebook and Instagram are popular platforms for business media ads. Today we are going to learn about Google Analytics and Facebook Insights. These help us monitor and evaluate our ads so that we can improve on how we reach our target audience.

First let's take a look at Google Analytics.
Google Analytics is a free and standard web tracking tool for website owners to measure, report and analyse data.

This answers the 3 main questions.

1. How many website visitors?
2. Visitor's location?
3. What visitors did on the website?

Now let's see how Google Analytics measures, reports and analyses visitor behaviour.

Let's start with measuring.
Once Google Analytics is installed, we receive a website tracking code. This code sends the following information whenever someone visits our website.

• The current page the visitor is using
• Which browser was used to access the website
• Browser language settings
• Previous page visited before visiting the current site

Now let's get on to reporting. The data measured are turned into reports. This information is divided into the following;

• Audience
• Acquisition
• Behaviour
• Conversion

Next, let's take a look at analysing. This information benefits us by answering the following;

• Where did the visitor arrive from?
• Weekly comparisons
• The page the visitor accessed the website from
• If there was a spike in conversations during a social media campaign

The goal of analysing is to get insights that we can convert into actions that adjust website information, social media channels and digital advertising for our business.

Now let's learn about Facebook Insights. This allows us to analyse our Facebook Page through information such as audience demographics and post responses.

Here's how we can access our Page Insights;

1. Click the Insights or More tab on the top of the Business Page.
2. Click Sections on the left for more information.

Using Facebook Insights, we get to know the two important groups of people who visit our Business Page;

1. People who connect to your page
2. People who use Facebook

Here's how we use Facebook Insights

1. Gather data Use the overview tab to export Facebook data
2. Conduct analysis
   • Identify posts that best appeal to our audience
   • Identify the correct audience
   • Identify the best posting time
   • Analyse strengths, weaknesses, opportunities and threats

At the end of this course we will know how to use this information to adjust our digital advertising communication to help our business reach its best potential!

Now let's get ready to learn more! Here we go!