What gets measured gets done. But are you measuring the right things?

 

This was a lesson I learnt almost 10 years ago, in a BII course I took when I took the helm at my pub. What gets measured gets done. Want to cut down on ullage each day? A gallon can got put by the sink and the staff told what it was there for. Ullage went down.

 

Exactly the same is true in the digital world. If you want to improve something, measure it. Let’s start with an Analytics Glosssary:

 

All Social Media

Reach

The total number of people that saw your post

 

Impressions

The number of times your post was see

 

Engagement

How many people engaged with your post – clicked an image to make it larger, liked it, shared it etc

 

Organic/Paid

Organic refers to what happened to your post before you paid for it by boosting etc. Paid refers to after you’ve paid to boost.

 

Websites

Bounce Rate

The number of people that view your site then leave it without any action within a few seconds. About 50% is average, with 40% being excellent and anything over 70% something you want to review. A high bounce rate will signal to Google your website isn’t giving people what they want when they click on it.

 

Session

A session is when your website is being looked at

 

Users

The number of people that have visited your website

 

Source

Where people that are viewing your site came from

 

Landing Page

Which page people see first when they visit your site. Not strictly a metric, but good to know.

 

So what’s good to know

 

On your website, it’s good to know where people are coming from (source) so you try to attract more people to your website. For example, you may see a high amount of people coming from Twitter that you didn’t know about, so could invest more time into improving your Twitter.

On social, engagement breeds reach. Put simply, the more interesting your posts, the more people will engage with it and therefore more people will see it (reach).

 

Facebook: Insights

Analytics on Facebook is called Insights. It’s an amazing tool that’s free and can give you lots to think about. Too much, in fact. Here are some key things to look at (you’ll need to use a desktop browser, not a Facebook app, to see all these):

 

Posts

This gives you an overview of your most recent posts, showing what the post was, its reach and engagement and when you posted it. Look for common themes – does going live on a Sunday night when the band is on always get the most reach? Or do photos in the mornings perform better than other posts?

 

People

Click on this (on the left hand side) and it’ll give you the breakdown of people who like your page. But along the top you’ll see options for People Reached and People Engaged. You may be surprised at who your most engaging fans are on Facebook. Tailor your posts towards them slightly more and see if you get an uplift in engagement and reach.

 

Pages to Watch

Whilst not strictly speaking analytics, this is a useful tool within Facebook to keep an eye on competitors and pubs around the UK that are doing well on Facebook. It’ll show you how engaging their posts have been in the last week. Click on a pubs name here and you’ll see their most engaging recent post. Could give you some inspiration.

 

Twitter Analytics

To get to these, on desktop click your profile image in the top right and select ‘Analytics’ from the drop down.

 

Monthly overview

This will give you a monthly overview, including your top follower (worth a thank-you-for-following tweet) and your top tweet (most impressions). If you see a common theme with your top tweets from month to month (always when you use a certain hashtag?) then incorporate that into your tweets more often.

Click on ‘Tweets’ in the top bar to get to

 

Tweet Activity

This will give you a lot of data, but to get started with have a look at the monthly graph to see if there are any days that regularly work better for you.

Then click ‘Top Tweets’ to see all your tweets in order of reach. Again, look for common themes like specific hashtags and use them more often.

 

Audience

This tab gives you a breakdown of your followers, similar to People in Facebook (see above). Demographics, main interests, etc. you’ll find here.

 

Which ones don’t matter

It’s always interesting to hear which metrics matter to people at the start of the training we provide, and again at the end. One of the most common metrics at the start of the course is

 

Followers/Fans

Does having more fans make your social media better? No, not on its own. You can buy 1000s of followers on most social platforms – which means you’ll be talking to a lot of fake profiles and people that don’t care about what you have to say. On its own, this is a bragging metric and nothing more.

I’d rather see a page with 300 likes and 10% engagement rate than one with 3000 likes and 1% engagement.

 

Reach on a paid advert

I’ve seen some pubs happy that for £20 they got their post in front of 10 000 people all over the U.K. For most posts my first question to them would be ‘So what?’.

 

How many extra pints/meals/tickets did you sell because of it?

 

If you’re paying for people to see your Valentines offer, how many people booked a table because of it? That’s a more valuable metric. It’s called Cost per Acquisition.

 

With analytics, you can always find big numbers that sound good. Focussing on the right numbers is key to progress though.