Facebook Analytics: How to use it for your business

Facebook Analytics allows you to better know the profile of users who visit your company page. Here's how to use it to grow your business.

The in-depth study of the statistical data contained in Facebook Analytics allows companies to better know the profile of the people who make up the relevant audience and, therefore, to improve communication accordingly.

In this complete guide we will find out more specifically what Facebook Analytics is , how it works, what it is used for and how it can be used to grow a company.

Facebook Analytics: what it is and what it is used for

Facebook Analytics is a tool made available free of charge by Mark Zuckerberg's social network, which can be accessed both from a browser and from an app. Inside, through a refined cross-device tracking mechanism and with the help of a pixel, numerous statistical data useful to companies are shown .

Thanks to the information present in Facebook Analytics, for example, it is possible to find out how people use the Facebook page, the app, the website or other channels defined here as " origins of events " and how they move from a channel to the other, in addition to the aggregated demographic information (from age to gender) of the people who interact.

Unlike Facebook's Advertising Manager, which allows the user to create, manage and analyze advertisements on the social network, Facebook Analytics is a tool designed to make the user discover more information on the types of people who use the product , on how they knew him and what actions they perform .

Read Also: Facebook advertising              

Facebook Analytics: how it works and how to use it

When accessing Facebook Analytics, a predefined dashboard is displayed which presents the main data relating to " growth ", " interaction " and " demography ". However, it is also possible to create and manage customized dashboards to find, display and share the metrics and graphs deemed most useful for understanding how to present the right content to your audience.

Among the most important reports contained in Facebook Analytics there is the one related to "funnel" , which allow you to measure conversions for a sequence of actions and, therefore, to trace the user's path from the first contact to the achievement of the ultimate goal .

The " revenues " item shows the turnover of the activity on Facebook in a precise date range and, with it, the number of unique buyers, the average number of purchases for each customer and the value of each of them, in addition to other valuable information.

Read Also: Search engines positioning

Furthermore, through Facebook Analytics it is also possible to measure the " customer lifetime value ", ie the value that indicates the profit generated over time by a customer who is not limited to a single purchase.

Facebook has a great deal of information about its users and, through Facebook Analytics, it is possible to trace many of them. For example, thanks to the aggregated data on age, gender, position, education and interests, you can have a more detailed idea of ​​your target audience. It is also possible to choose a personalized audience to focus on specific audience segments.

Facebook itself, presenting its Analytics platform , recommends requesting the help of an expert to make the most of all the features and benefits of this service.

SEO Off Site: meaning and strategies

CRO and e-commerce: how to increase purchases

Up Selling and Cross Selling: what they are and how to make good use of them

Brand Awareness: what it is and how to improve it

How to write a successful business plan

How To Use Your Blog

Difference between partnership and limited liability company (LLP)

Google Shopping: what it is and how it works

Guide to the use of Linkedin Ads for business

Understand how Google Ads works to exploit its low-cost potential and create a promotional campaign for small / medium-sized businesses. Here are all the steps to put this strategy into practice

For effective digital marketing, you need to know how to use the Big G advertising platform. But is it really possible for small and medium businesses to create and optimize low budget Adwords campaigns ? The answer is yes, as long as you know the tool we are going to use well. So let's see how to maximize the yield of a low budget on Google Ads.

Understand what Google Ads is and how it works

The first step to making the most of the potential of the Big G advertising platform is to understand what it is and how it works.

Google Ads, evolution of Google Adwords , is the tool to create PPC (Pay Per Click) advertisements created by the Mountain View giant. Below we summarize the specific characteristics of this essential tool for digital marketing :

Google Ads operates on a real-time auction system that evaluates the bids received on individual keywords. This means that you will have to identify the keywords you want to compete for and estimate how much you are willing to offer.

When a user searches for the keyword you have selected, if your bid is higher than that of the other advertisers, your ad will appear at the top of the search results with the tag " paid result ".

Regardless of the number of views, you only pay when users click on your listing and visit your website.

Create low budget Adwords campaigns

Let's focus now on the possibilities of Google Ads for 'low cost' promotions and analyze what is the focal point to take advantage of even minimal budgets.

Studying targeted search terms that are relevant to your business is the secret to maximizing the performance of low budget Adwords campaigns . Identifying a niche will allow you to keep costs down and hit a potentially more interested target, even if the search volume will be lower. To do this you will have to be creative in setting the keywords . If you are an insurance agent and want to bid on the keyword "auto insurance" - searched millions of times a month - you will need to be prepared for a high CPC (Cost Per Click) offer. For a cheaper Google Ads campaign, you will need to search for specific keywords that identify a niche of your business, for example "insurance for new drivers".

Set your daily budget on Google Ads

What is the right daily budget for Google Ads? There is no single answer to correctly distribute the budget between SEO, Ads and social networks , especially because each business has its own specific spending capacity and objectives. For all, however, these tips apply, useful for deciding how much to invest in the promotional campaign.

Budget to grow : you can start with a low daily / monthly budget and take advantage of the first month to collect data on the campaign, in particular by analyzing the performance of the CPC on the different keywords.

Plan your costs : there are various online tools that can help you both identify keywords and estimate their costs. Their use can be decisive in making an estimate of the minimum necessary budget.

Commitment, perseverance and a good initial investment: these are the necessary cards in the hands of an entrepreneur so that he can open a successful franchising bar pub. Excellence and desire to succeed are key elements when entering the world of restaurant franchising.

The approach is important

Among all the faces of affiliation in the field of catering, bars and pubs undoubtedly represent the easiest way to take to become someone but at the same time one of the solutions that require an immediate and correct approach to customers to make it. In fact, it is important to establish a fast loyalty relationship and to be able to manage, in the short term, exchanges and services of different types. Opening a franchised bar license or pub allows you to transform these needs into a source of income, making it possible to quickly recover the amount initially invested.

Different formulas for different places

Although on paper the opening of bars or pubs in franchising can be ideally equated, never as in this case different concepts of affiliation correspond to different club concepts. Why is this happening? It is the differentiation of the customer that creates this natural diversity and often the presentation to the potential affiliate of more formulas of entry into the network. In most cases there will be an initial investment by the entrepreneur that the franchisor will request not only to share the know-how and tools necessary to achieve success but also to allow access to supplies and a series of services in able to bring the entrepreneur to the top of the category. Pubs, depending on the type, could be linked to a low cost franchise formula,

Feasibility and exclusivity

When it comes to bar pub franchises, it is necessary to face the concept of exclusivity and feasibility: you cannot open a Food & Beverage store (regardless of its type, Editor's note) without being sure that there are real possibilities of success. Bars and pubs are affected by competition and need to be opened in places of high traffic and strategies that allow them to thrive. This means that during the meeting between the franchisor and the franchisee, feasibility analyzes of the place chosen for the opening of the business will have to be carried out, putting the characteristics of the affected area in black and white and carrying out a correct estimate of its characteristics to verify its peculiarities.

Duties of the franchisor

Open a franchise store, regardless of its type, means for the franchisee not only to find a brand that can meet his needs but also to "transform" into the ideal collaborator for the brand in question: this translates into being attractive for a collaboration also from a legal point of view.

The SAT course

A franchise in the restaurant sector requires, as announced, successful attendance of the SAB course. It allows registration with the Chamber of Commerce relating to the sector of interest and has a duration ranging from 100 to 160 hours in the classroom: it can be followed in provincial or commercial bodies in charge at a cost of about 500-800 Euros plus payment an additional 80 Euros to take the final exam.

It is important to know that the course can be replaced by a high school diploma in the hotel sector or by a university degree of the same type or alternatively by two years of service (on the last 5, Editor's note) as employees qualified for the administration of food and drink at Food & Beverage companies.

Attention to municipal regulations

Opening a franchised bar or pub can be simpler than expected from an affiliation point of view, but more complex from the point of view of the possibilities related to the regulations in force in your town hall. It is important to check, and in this almost always a support is given by the franchisor, if the Municipality is among those that issue limited-number licenses or not. There will be no problem if your municipality is one of those that do not limit their supply.

Read also: auditors in Dubai 

Turnkey formula: when?

Who wouldn't want to start their adventure in a "turnkey" bar in front of an initial investment? It is the most convenient formula for both interlocutors, both from a technical and economic point of view, but not the most obvious. This is because it is usually made available by the big brands specializing in catering or by those that offer unusual approaches, incorporating an exclusive, usually playful, service to the Food & Beverage business. And not all entrepreneurs feel ready to face the unknown of something they don't know how to control.

Pub franchise bar: for true leaders

The opening franchise bars and pubs can be a great adventure to live in the world of commerce, but it is a challenge for true leaders: managing a similar activity in fact calls into question not only the commitment and the desire to make of entrepreneur but also what the person's approach to the unknown is. Working with the public is not easy and a good formulation offered by the franchisor must correspond to franchisee intention on reaching the top.

Marketing and know-how must be treated to the extreme to meet the needs of customers who must be loyal, without taking into account their potential randomness: succeeding in this ensures the franchisee a net and constant growth in profits, perfect for recovering quickly time the initial investment regardless of the formula chosen at the contractual level. Commitment and constancy are those characteristics that will make the entrepreneur great, from every point of view. Success is at your fingertips, just grab it.