Qwickbyte: Calculate Your Facebook Engagement Rate, Where Do You Fall?

Everyone thinks the number of “Likes” on Facebook is important and to some extent it is. But if you have a gaggle of Likers that don’t do anything (some even hide your posts) than what good are they? What you need to focus on is getting people to do stuff (like, share, comment) on your stuff. It’s all about Facebook engagement.

Simply put an engagement rate for a post is the number of unique people who have clicked on, liked, commented on, or shared your post, divided by people who saw your post (post reach.) Now you can see what your real engagement rate is. Smarty pants say that a great engagement rate is over 1%.

Facebook Post Engagement rate

So, when you’ve got a high number of people Liking, Sharing, Commenting on your posts but your total number of Likes isn’t very high, more engagement is simply more valuable.

Moral of the story? Produce some great content so that people want to engage with your brand.

Qwickbyte: What is Google Analytics Universal?

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Don’t know much about Google Analytics Universal? Funny, Google introduced it in beta back in late 2012, but most folks have not made the decision to ‘upgrade’. At some point, just like the switch to ‘enhanced campaigns’ in Google Adwords, you’ll have to move on over to Universal, but the timetable is not set. At Dasheroo, we just started fiddling around with Universal, we’ll keep ya in the loop on how it goes.

So, back to the subject. What Is It and what are the benefits?

  1. For starters, Universal is based on a new, more flexible &  powerful tracking code that better tracks activity across all digital devices – your website of course, but also mobile apps and devices like game consoles.
  2. Easier cross-domain tracking. Your webmaster will love this. You can now automatically track data across different domains (blogs, website, etc.)

    Dasheroo's Google Analytics

    If you’ve got Google Analytics, yo’ve got both Classic AND Universal.

  3. (from google): ‘Adjust your list of recognized search engines’. Uhhh. OK. Are there any other search engines?!
  4. Exclusions. You are in more control over how referral sources and search terms are reported on. For instance, you could exclude your shopping cart vendor as a referrer so you can more accurately measure what really drove your online sale.
  5. Custom dimensions & metrics. This is cool! Now you can create your own metrics, or a dimension,  that allows you to track behavior of folks depending on whether they are logged in or not, and track them separately.

So should you jump to upgrade? Google suggests doing as we at Dasheroo are – run them both to make sure your set-up is tight, and you’ll also get a better understanding of how each behaves. But at some point you will be migrated over.

In future posts we’ll talk more about our experience with Universal, as well as some tips and tricks on setting up Google Analytics Universal!

Google UTM Codes: What They Are & How To Use Them

If you’re not tracking, you’re slacking! So many businesses either don’t have the bandwidth to track their campaigns, or they end up creating so many disparate and confusing referrer and tracking IDs that any sense of tracking structure is loooong gone, making it difficult to keep your finger on the pulse of what’s working – and not working – in driving leads and sales for you.

Y’know what? Google UTM codes…BTW, do we all love Google?!…put control back in marketer’s hands. We’ve been on both sides of this, as many businesses have:

  • No Google UTM = setting up subjective, internal referrer ID type reporting that always gets confusing and seldom keeps a consistent format.
  • Yes Google UTM = having a consistent, structured way to capture virtually any measurable element of any campaign. So, co-workers come and go? You won’t have one person naming a referrer code after their puppy and another one after their new boyfriend.

It doesn’t really matter what ‘UTM’ stands for, make up your own definition! But here’s What UTM Is:

They are bits of text added to the end of any URL, after the ‘?’ (we’ll show an example below). It’s easy to use, powerful, & it’ll help track and measure any campaign you have, not just Adwords. So, for example you are running a promotion to your own customer list, you can append a UTM to that. If you are running a Facebook campaign, you can append a UTM to that. And of course if you’re running Adwords campaigns, they work pretty slick there too:)

The primary tracking elements include:

  • Campaign (utm_campaign): Groups all of the elements from one campaign in your analytics.
  • Source (utm_source): Typically where the ad was published such as Mashable, or the network you are running on such as Google
  • Medium (utm_medium): The way the ad is delivered, such as an email campaign, display ad, or Facebook post
  • Content (utm_content): This can include details such as the specific ad and ad size
  • Term (utm_term): This is the paid keyword, such as ‘business dashboards’.

Here’s an example from our friends at Optimizely. This ad has this URL string, including UTM codes:

Optimizely ad with Google UTM code









In this case, the source is Google (display), the medium is Cost Per Click (CPC) (vs. CPM), it’s a remarketing campaign served as a banner ad.  Voila! Now they can track the performance of this specific ad on this site, this ad creative across several sites, their CPC vs, other (maybe CPM) efforts, and how well their remarketing ads do versus their reach ads.

Pretty cool, eh? Oh yeah, since these little rascals take up several more characters in your URL use a URL shortener when using on social media.

In an upcoming post we’ll walk you through the steps of how to track UTM codes in Google Analytics!

New Google Analytics Terminology – Wassup?!

Google AnalyticsOur buddies at Google Analytics are at it again! Busy, busy people and always thinking. So, if you haven’t yet noticed (or even logged in to GA, SHAME, you really need a business dashboard:), Google has changed the Google Analytics terminology of some key metrics in GA. Here’s a quick heads-up, and if we find more, we’ll letcha know:

1) “Visits” are now known as “Sessions”

New definitions in Google Analytics

This is important to understand. Short story? A session is group of interactions that take place on your website within a given time frame. For example a single session can contain multiple pageviews, events, social interactions, custom variables, and ecommerce transactions. The default time frame is 30 minutes, although you can adjust this value. An excellent, more in-depth explanation from Google here.

2) “Visitors” web metric and “Active Users ” app metric are now known as “Users”.

So why the changes? Google feels it more accurately accounts for both web and app behavior, bringing it all into one place. Previously many metrics and dimensions used different terminology in app views and in Web views, despite reporting on the same data.

Although it may create some confusion at first, we feel it’s a great move and will ultimately make things much more clear and easy to articulate. And if you want to look at web and app metrics separately, you can set up a filter. Note: these changes apply to both Google Analytics Classic and Google Analytics Universal accounts.


Why You Need Business Dashboards – A Behind-the-Scenes Story

People have been asking us, what are you guys really trying to do over at Dasheroo HQ? And how do you get ALL of my reports from one website to another?

It’s not a simple answer but we’ll try to be brief. You run a business, you make decisions based on the data that you have. But do you know all of the data you could be getting at to make those decisions that grow your biz?

Let’s take Facebook and Google Analytics and Monkeys in Zimbabwe

Your Facebook Insights tell you that last Tuesday you had a great day with your Facebook Reach. Thousands of people saw your post about monkeys in Zimbabwe. You may have boosted and/or that your followers went crazy and “liked” what you had to post.

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This is a lonely little Facebook Insight living inside of Facebook.

On that same day far, far away in another application your Google Analytics overview told you that you had 2x the amount of traffic last Tuesday, 1.5x on Thursday and 1.25x on Friday!

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Another lonely little Google Analytics Dashboard living inside of Google.

But do you really think to go to BOTH of these business dashboards to try to see any correlations? Our guess is no. Why? it’s too time-consuming to have to go take a look at the myriad of these applications spitting data at you by the minute.

What if you had ONE dashboard that showed both?

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So what do we do? Through the tunnels of the Internet, we go to all of these applications like Facebook and Google (they let us btw) and grab what data is important to you. 

So now you can have your Facebook Reach dashboard and your Google Analytics dashboard right next to each other telling you to simply do what? Post more about monkeys in Zimbabwe.

Simple huh?

How to Use Your Email List to Build a Facebook Custom Audience

Facebook did something pretty clever, they allow you to target your current customers with more products or services WHILE YOUR CUSTOMERS ARE IN FACEBOOK! Ever wonder how Zappos was advertising the exact thing you were looking at buying a few days ago? They “retargeted” your butt that’s how.

Here’s the breakdown: Facebook has millions of pieces of data on millions of people. So if you have customers that have purchased from you before, you can cheaply get an ad in front of them with another product or service you’ve got in your bag o’ tricks.

How much it is depends on how much control you want to have. It can be as cheap as $10 or as expensive as thousands. Up to you.

Here’s your guide to creating a “Facebook custom audience.”

Go to Ads Manager > Audiences > Create Audience > Then choose how you want to get your email list imported.

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If you are importing emails from a Data File select “Emails”

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Facebook will tell you how many of your emails “matched” their emails so you know how many people you can put your ad in front of!

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Dasheroo – Huge Google Analytics PROGRESS with Business Dashboards!

One step closer to business dashboards for your biz.

One step closer to business dashboards for your biz.

This week we went nuts. We told you last that we’d be working on the next Insight which is Google Analytics. So we’re knee deep in the heap of all of the Google API mumbo jumbo which ain’t easy, but it’s fun!

So we got SIX Google Insights working! You’ll be able to see your visits, your mobile users, etc. here. Our Product and Dev people simply rock.

You can copy an Insight to another Dashboard so if someone else in your business needs it they can view it on their own dashboard without having to go to yours. Pretty nice.

We’re over 500 Facebook and 250 Twitter followers. (People really like this data stuff huh?) Hopefully we’ll show you soon with our very own DASHBOARD the progress we’re making! Honestly? Can’t wait for that to happen.

We’re blogging like wildfire with some really great information if you hadn’t noticed. Tell your friends, we could use the traffic.

Behind the scenes we all work on this project in separate places! So each week we get on Skype to have a weekly meeting and we use Basecamp to track communications and progress on the amazing project.

Did you sign up to get on the early access list yet? It’s getting full by the minute!