Analytics Basics

Analytics Basics

This skill should be used when users want to check campaign performance, understand marketing metrics, interpret analytics dashboards, or measure ROI. Trigger phrases include: "check metrics", "campaign performance", "analytics", "insights", "ROI", "how is my campaign doing", "what do these numbers mean".

Key Marketing Metrics

Reach Metrics

• Reach: Number of unique people who saw your content
• Impressions: Total number of times content was displayed (includes repeats)
• Frequency: Average times each person saw your content (Impressions ÷ Reach)

Engagement Metrics

• Engagement Rate: (Total Engagements ÷ Reach) × 100
• Likes/Reactions: Positive responses to content
• Comments: User responses and conversations
• Shares/Retweets: Content shared by users
• Saves: Content bookmarked for later (Instagram)
• Clicks: Interactions with links or CTAs

Conversion Metrics

• Click-Through Rate (CTR): (Clicks ÷ Impressions) × 100
• Conversion Rate: (Conversions ÷ Clicks) × 100
• Cost Per Click (CPC): Total Spend ÷ Total Clicks
• Cost Per Acquisition (CPA): Total Spend ÷ Total Conversions
• Return on Ad Spend (ROAS): Revenue ÷ Ad Spend

Growth Metrics

• Follower Growth Rate: (New Followers - Unfollows) ÷ Starting Followers × 100
• Profile Visits: People who visited your profile
• Website Clicks: Clicks to external website from profile

Benchmark Ranges

Good Performance Benchmarks

Metric	Poor	Average	Good	Excellent
Engagement Rate (Instagram)	<1%	1-3%	3-6%	>6%
Engagement Rate (Facebook)	<0.5%	0.5-1%	1-2%	>2%
Engagement Rate (LinkedIn)	<1%	1-2%	2-4%	>4%
CTR (Social Ads)	<0.5%	0.5-1%	1-2%	>2%
Email Open Rate	<15%	15-25%	25-35%	>35%
Video View Rate	<25%	25-50%	50-75%	>75%

Industry Variations

• B2B typically has lower engagement but higher conversion value
• Consumer brands see higher engagement, lower per-conversion value
• Local businesses often have higher engagement from smaller audiences

Meta Business Suite Navigation

Accessing Meta Business Suite

URL: https://business.facebook.com

Key Sections

Overview Dashboard:

• Quick summary of all connected accounts
• Recent posts and their performance
• Audience insights summary

Insights → Content:

• Individual post performance
• Reach and engagement per post
• Best performing content

Insights → Audience:

• Demographic breakdown
• Location of followers
• Active times

Insights → Overview:

• Reach trends over time
• Engagement trends
• Follower growth

Reading Meta Insights

Post Performance Card:

Post: [Preview]
Reach: 1,234 people
Engagement: 89 (7.2% rate)
  - Likes: 45
  - Comments: 12
  - Shares: 8
  - Saves: 24

Interpreting Results:

• Compare to your average (not just benchmarks)
• Look for patterns in high-performing content
• Check which content types work best
• Note posting times that got better reach

Google Analytics Basics

Accessing Google Analytics

URL: https://analytics.google.com

Key Reports for Marketing

Acquisition → Traffic Acquisition:

• Shows where visitors come from
• Filter by "Social" to see social media traffic
• Compare channels performance

Engagement → Pages and Screens:

• Which pages people visit
• Time on page
• Bounce rate

Acquisition → User Acquisition:

• New vs returning users
• First visit channel attribution

Key GA4 Metrics

Users: Unique visitors to your site Sessions: Total visits (one user can have multiple) Engaged Sessions: Sessions lasting >10 sec or with conversion Engagement Rate: Engaged Sessions ÷ Total Sessions Average Engagement Time: Time actively on site

UTM Tracking

Add UTM parameters to links for better tracking:

https://yoursite.com/page?utm_source=instagram&utm_medium=social&utm_campaign=spring_sale

Parameters:

• utm_source: Platform (instagram, facebook, linkedin)
• utm_medium: Channel type (social, email, cpc)
• utm_campaign: Campaign name
• utm_content: Specific ad or post (optional)

Platform-Specific Analytics

Instagram Insights

Access: Profile → Professional Dashboard → Insights

Key Metrics:

• Accounts Reached (7/30 days)
• Accounts Engaged
• Total Followers (growth)
• Content Interactions by type

Facebook Page Insights

Access: Page → Professional Dashboard → Insights

Key Metrics:

• Page Reach
• Post Engagement
• New Page Likes
• Page Views

LinkedIn Analytics

Access: Page → Analytics

Key Metrics:

• Update impressions
• Update engagement
• Follower demographics
• Page views

Twitter/X Analytics

Access: More → Creator Studio → Analytics

Key Metrics:

• Tweet impressions
• Profile visits
• Mentions
• Follower growth

Reading Analytics Reports

Weekly Check Template

WEEK OF: [Date]

REACH
- Total reach this week: [number]
- Change from last week: [+/- %]
- Best day: [day]

ENGAGEMENT
- Total engagements: [number]
- Engagement rate: [%]
- Top performing post: [description]

GROWTH
- New followers: [number]
- Unfollows: [number]
- Net growth: [+/- number]

TRAFFIC (if applicable)
- Social visits to website: [number]
- Top referrer: [platform]
- Conversions from social: [number]

INSIGHTS
- What worked: [observation]
- What didn't: [observation]
- Action for next week: [plan]

Common Questions Answered

"Is my reach good?" Compare to:

1. Your own average (most important)
2. Your follower count (should reach 10-30% organically)
3. Industry benchmarks

"Why did engagement drop?" Check:

1. Algorithm changes (platform-wide issue)
2. Content quality/type changes
3. Posting time/frequency changes
4. Seasonal factors

"How do I improve these numbers?" Focus on:

1. One metric at a time
2. Test one variable at a time
3. Give tests 2-4 weeks to show results
4. Document what you change

Analytics Glossary

Term	Simple Explanation
Reach	How many different people saw you
Impressions	How many times you were seen total
Engagement	Any interaction with your content
CTR	How often people click when they see you
Conversion	When someone does what you wanted
Bounce Rate	People who left immediately
ROI	Money made vs money spent
ROAS	Revenue from ads vs ad cost