Tracking user engagement on Facebook fan pages
In our previous blog post we showed how to setup Google Analytics for Facebook fan pages. The article was very well received and highlighted the importance of improved analytics. Please review the older article for detailed instructions on how to setup Google Analytics. Here are a few interesting concepts which will help you build better Facebook fan pages and also take your Analytics information one step further:
Fans versus Non Fan activity
An interesting way to look at your Facebook fan page activity is to split them with activity by your Fans and non fans. To do this, we need to use segments in Google Analytics to split activity into Fan and Non-Fan activity. You can create a segment based on pages visited by your user or specific event.
Tracking activity on forms and on your pages
Goal and Funnel Visualisation
This can be a quite powerful tool, you can track for example how many users visit your contact page, how many then proceed to engage with the page and how many eventually click on the contact button. Here is an example of a funnel visualisation.
The above two step funnel visualisation shows you how many users visited our contact page and how many proceeded to submit the form. This could have also been made into a three step funnel displaying how many visited the contact page, how many clicked around and how many actually clicked the contact button.
Tracking Purchases or clicks on your fan page
To track clicks which can be purchases, clicks on links, etc. We generate a tracking code for each action that we want to track using our trusted Google Analytics code generator. We then load this image location on click of a button, or link, etc using the usual onclick event handler.