Social Metrics

Andrew is the Aussie bloke living in the U.S.
, Heather is the American gal living in

Australia; together they travel the world sharing strategies on how to put your
business on Autopilot. Doing business online is no longer about having a website. To
get more clients and take care o the ones you have, you!ll need a map. They!ve got
it. So, sit back and rela", and welcome aboard. This light is bound to Autopilot #our
$usiness.
Andrew McCauley: %n today!s podcast, we are talking about social metrics.
MC: Have you picked up our online survival guide yet& 'et prepped or the uture o
online marketing by going to www.aybguide.com.
Andrew McCauley: Hey everybody( This is Andrew )c*auley rom Autopilot #our
$usiness. +elcome to ,odcast -./. Today, we are talking about social metrics. %n
act, we!re going to dig into one o the big social media platorms that are out there
and give you a bit o an insight into some o the metrics that we look at and some o
the things we think you should be looking at as a business when you!re using that
social platorm.
0ow, o course, 1oined with me all the way rom sunny Sydney is Heather ,orter.
Hello, Heather(
Heather Porter: Hello, Andrew( Hello, everybody( %t!s our 2aster weekend. #ay(
Andrew McCauley: Happy 2aster to everybody that celebrates 2aster(
Heather Porter: #eah, to everyone all over the world. %t!s a cool time. %t!s a little bit
o down time or us and a little bit o relection and it!s been good.
Andrew McCauley: #es, yes, yes. So, tell us what!s been going on with you, H.
+hat have you been doing this 2aster week& #ou!ve been out and about and speaking
to people, % think.
Heather Porter: +ell, last week, % did. #eah, % was out and there!s a really cool
group o people here in Australia called The 2ntourage and they basically have this
whole entrepreneur incubator, really, where they do master minds and workshops
and %!m an on3going mentor with those guys so % popped in and had three sessions
with their entrepreneurs on, o course, online marketing 4 surprise, surprise( 4 and
social media and some o the really cool things that we!re going to share in this
episode as well.
So, it!s been good. +hat about you&
Andrew McCauley: 2"cellent.
Heather Porter: #ou!ve been teaching&
Andrew McCauley: %!ve been teaching a lot lately. %!ve been teaching all sorts o
things 4 5acebook and general %nternet marketing. %!ve been talking about social
metrics as well. So, it!s all happening out there and, you know, %!m inding that
Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/
Get a copy of our Online Survival Guide here: http://aybguide.com
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people are 1ust still 4 and % think this will happen or a while 4 they!re still getting
overwhelmed with what!s going on.
#ou know, % typical went out to teach some 5acebook stu 1ust recent, the other
night, and, o course, 5acebook rolled out our new layout or our business page and it
didn!t roll out to all o our pages so some o our pages are still in the old version and
some are in the new one.
Heather Porter: #eah.
Andrew McCauley: So, i you haven!t got your 5acebook page yet, it!s coming out
soon. $ut, you know, every time % go to teach something and % have my slide deck all
prepared, you know, now %!m used to checking my slide deck 1ust hours beore the
presentation in case anything!s changed. And, o course, 5acebook changed and % had
to 6uickly scamper around to change my slide deck, but that!s 1ust what % e"pect
now, you know&
Heather Porter: So7
Andrew McCauley: And then, yeah, the other thing was you and % also, we also
spoke together on a webinar7
Heather Porter: 8h, we did, yeah.
Andrew McCauley: 7or a Hangout to a bunch o master mind people that were out
o the US and that was a pretty good call, too. +e were speaking about membership
sites.
Heather Porter: #eah, that we were, and 1ust the beneits o having them and all
the dierent, we were giving case study ater case study o, you know, why they!re
so good and what basically any business can use them.
So, yeah, it has been a bit o a week o teaching, hasn!t it&
Andrew McCauley: #eah, well, it was. %!m sure 9::;:<;<= unclear> you can hear
those dogs in the background but it sounds like someone!s having un out there with
some dogs. Anyway7
So, what have you learned this week& %!m going to chuck that at your irst beore %
get into mine.
Heather Porter: #eah. This has been a really good week or actually learning and,
actually, %!m happy to give a shout3out or this particular thing %!ve learned. So,
there!s a guy named Siimon ?eynolds and he!s known in Australia or doing this cra@y
ad campaign. %t was back in the A:s, % think. So, he!s ad background but he!s built
businesses and % stumbled across our o his videos that he sends out to
entrepreneurs and business owners on how to grow your business. And, you know
what, it was a really cool reminder o the act that 4 us included, and all business
owners 4 we can get very stuck in the day3to3day, putting out ires, working with
clients, and we orget our vision and where we!re headed as a business. And % have to
admit, %!m getting a lot o good inormation about how to manage your to3do lists,
how to come up with your vision, how to rekindle relationships with past clients rom
this series o videos that he!s put out.
So, what %!ve learned, % suppose, is right now to reocus on our business and our
direction and how important it is or every single business owner to re3do this and
take time every now and again to restructure how you!re working on your business.
Andrew McCauley: So, are you saying that we!ll never have a late podcast again
because our to3dos will be up to date&
Heather Porter: % think part o this is that we!re going to be utili@ing our team
better in certain areas.
Andrew McCauley: Sure, %!m looking orward to it. % know you sent me over the
videos and %!m looking orward to it because it is a very vital piece and we!ve done
this a couple o times but it!s like anything, ne"t thing you know, suddenly si" months
have gone past and it!s like, B+ow( %!ve had my head buried in things that we!re
doing and it!s time to come up and, well, let!s 1ust check where we!re sailing this
ship.C
Heather Porter: #eah, because then you go rom being proactive to reactive. So,
it!s a good check3in point. *heck the pulse o your business and see where you need
to go rom there.
Andrew McCauley: 2"actly. +e!ve got a number o new team members that have
come on since then, too, so it!s good or them to see that direction as well.
Heather Porter: +hat about you& +hat have you learned&
Andrew McCauley: +ell, % learned about a new tool this week, actually. %t!s called
Dnovio. %t!s spelled D30383E3%38. Dnovio.
0ow, it!s a presentation tool. So, i you!re doing online presentations or people, it!s a
great tool. $ut what % really like about it is, i you go and let!s say you!re doing a
presentation to somebody and you really want them to get the message and, you
know, you give them a slideshow 4 a ,ower,oint or a Dey0ote 4 and they may take it
away, but they really don!t get the message ully because it!s not delivered by you.
#ou know, maybe you!ve given it to somebody on their team to deliver to the actual
person who makes the decisions.
So, what Dnovio does is it lets you add your own personality. %t basically brings your
presentations alive with your own personal video or your audio commentary, too. So,
you know, you can use your i,ad!s built3in camera and microphone to tell your story
about the presentation. So, it actually connects your little video to your ,ower,oint, %
guess, and puts a little overlay on it so that you can actually send your presentation
to a whole bunch o people so they will understand it at once. So, i you!re good at
desktop sort o publishing and can create videos and stu like that then maybe it!s
not going to be beneicial to you. $ut, i you!re one o those people that doesn!t get
technology then this sort o app is a great little app that you can use to put a
presentation together with a video as well as your slide deck as well.
Heather Porter: %s it kind o like a simpliied version o like Screen5low or *amtasia&
Andrew McCauley: +ell, no, % don!t think it is because that would be more editing
video. This is more about it turns the camera on when you!re licking through your
slides. So, i you!ve got your slides on your i,ad, or instance, you can lick through
and, as you!re talking about your slides, you!re looking at the camera, talking, so
you!re creating that whole presentation.
And, you know, it!s pretty easy to use as well and you can view it anywhere. So,
people can view it on any browser or mobile device as well. So, you can send it by
email, you can embed it on your website i you want to do it that way, you can even
publish it on social media so that people get to see this presentation. So, i it!s a
presentation you want to use and share around, you can certainly do that as well.
Heather Porter: +ith your team, too. That would be pretty helpul, yeah.
Andrew McCauley: #es. So, that!s Dnovio, D30383E3%38. So, check it out.
So, having said that, today, we are talking about social metrics. How e"citing is that,
hey& 2veryone is 1ust riveted to their seat.
Heather Porter: ?iveted.
Andrew McCauley: 8r riveted to their i,ods running through the 1ungle.
Heather Porter: This is one o those things where you do have to know it. % love
what you 1ust said to me earlier, how you were talking about these metrics to one o
the groups you were talking to this week and 1ust how they really got the importance
o why you need to understand them. So, % think ater we!re done, people actually will
be riveted to this inormation.
Andrew McCauley: +ell, we will make it pretty not3so3heavy. %t!s not going to be a
lot o numbers and acts.
Heather Porter: 0o.
Andrew McCauley: $ut, you know, what % do want to start o with is the act that,
you know, i you look back 4 say, ten, iteen years ago 4 when you were running ads
on newspaper ads or you were running radio ads or TE ads, you know, how long did it
take or you to ind out whether that ad worked& #ou know, it wasn!t an instant
result.
Heather Porter: Sometimes never.
Andrew McCauley: ?ight( ?ight. So, you had to really think, B+ell, %!ve spent this
much money on an ad. % don!t know how many people have come through,C unless
you!ve got, like, a speciic phone number or a call to action on the newspaper ad or
the radio that you could measure those calls rom, and a lot o people didn!t do that 4
they 1ust put their normal work number there 4 you really weren!t knowing whether
your add was working or not. And you were generally tied into a campaign so that,
you know, the radio station said, B+ell, you!re going to run /: ads at <: seconds a
piece or the ne"t three weeks,C and you sign the agreement. #ou couldn!t get out o
that, you know& And, i you had a really crappy ad that wasn!t converting or wasn!t
doing what it was supposed to, tough titties( #ou had to run with that ad pretty much
or the rest o the month, right&
Heather Porter: And you wouldn!t even know which time o the day worked better
than the other. And, otentimes, they would 1ust put your spot in, you know,
randomly, and, sometimes, in bad times o the day as well.
Andrew McCauley: Absolutely, absolutely. So, what!s happened now, what!s
happened today is that, you know, you!re looking at ads these days in real3time. #ou
can see ads 4 whether you!re running ads on wherever you!re running ads 4 but you
can see the results instantaneously. So, you can basically sit there and watch your
metrics and see which ads are working, which times o day is working, which calls to
action are working, which pitches, which images, which headlines. There are so many
actors that you can start to measure and see what!s working. And, i it!s not working,
you can turn it o, re3do a new one, or change the headline.
So, what % love about metrics these days is that there are instantaneous results so
that you!re not spending money on things that don!t work anymore as long as you!re
looking at the metrics right.
Heather Porter: #eah, and you get ideas o e"actly what to say because you!re
6uickly seeing e"actly what the market wants. $ut, more importantly 4 some o the
tips we!re going to share right now, too 4 you can see what!s working best or your
competitors and you can 1ust take ideas rom that.
Andrew McCauley: Absolutely. So, one o the things % do, you know, want to make
sure people understand is why are you doing the stu you do& +hy are you running
ads& +hy are you creating the content that you!re creating& $ecause so many people
are creating content these days and, you know, we!ve spoken about this ininitely but
content is all the rage 4 people are creating content 4 but is there a method or a
reason why they!re creating it other than, B+ell, everyone else is doing it& Should %
1ust create it as well&C
So, one o the things you want to ask is, B+ell, what!s your goal&C #ou know, BAm %
creating an ad or content to increase awareness or am % trying to generate leads rom
what %!m doing& Am % trying to convert leads to sales& Am % looking at, you know,
retaining e"isting customers& 8r am % trying to reduce costs&C
So, i you get clear about what the B+hat is your goal&C 6uestion then that!s going to
start to really make this a lot simpler.
Heather Porter: And, % guess, one more point on that as well is, % know, % think
you!re reading this book as well and % am too called BFab Fab ?ight HookC by 'ary
Eaynerchuk and what % love that he says in that book and % do agree with is that,
now, when you!re using 5acebook and social media, you!re looking at each piece o
content as a micro3content that actually has a speciic strategy around it so you!re no
longer 1ust throwing out stu online; every single thing you do is strategi@ed into the
ultimate outcome o, you know, what you!re doing with your tribe online.
Andrew McCauley: #ou know, yeah, %!m glad you said that because that!s not as
easy as it sounds, you know.
Heather Porter: 0o way.
Andrew McCauley: There is a lot o preparation needed or that and you know
we!re going through that sort o stu with our social right now and % know %!m going
to think o doing that but there is a lot o planning about what is the content& +hat!s
the overall theme& +hat!s the purpose& +hat do we want people to do& #ou know,
what is the aim o this content piece at the end o the day& And it really takes a lot o
thinking power to come up with that and it can be a little overwhelming, especially i
you!re a solopreneur or an entrepreneur that has a small team.
Heather Porter: #eah, e"actly.
Andrew McCauley: $ut, you know, one o those things is start in small chunks and
then work your way up, but you deinitely want to start.
Here!s a couple o things that % also want to mention is that there are literally
thousands o metrics now that you can measure. #ou know, i anyone!s ever logged
into 'oogle Analytics, you!re going to see a whole bunch o options on the let3hand
side o what you could be measuring or what has been measured and then you can
run a whole range o custom reports on top o that. So, that!s 1ust 'oogle Analytics.
Then, we dig into all o the social sites and all the email marketing and all that sort o
stu. #ou could be spending all day 1ust looking at numbers. So, % guess the point is
which one do you really want to know& +hich one do you really need to know&
$ecause there are donkey metrics out there, too, that people alsely are paying their
hat on, you know& And %!m not saying this is much but, you know, a couple o years
ago, people were saying, B+ell, this 5acebook page has <,G=G likes. +ell, that!s nice,
but what does that really mean&C
Heather Porter: +ith two people talking about it.
Andrew McCauley: Two people talking about that. $ut what does it really mean& %
mean, it means that they!ve spent some money and bought a whole bunch o cheap
likes in another country. So, likes sort o went out the window or a lot o people but
there are still people saying, BThis is how many likes we!ve got in our 5acebook
page.C +hoopie doo.
BHow many ollowers do % have on Twitter&C +ho cares& 8nce again, you can buy that
sort o thing. B#ou know, % have H/,::: views on a #ouTube video.C +ell, that!s nice
but you could have bought those as well.
So, there is a lot o metrics out there that people are alsely getting 1udged on andIor
they!re hoodwinking their bosses saying this is an important metric and, realistically,
it!s not, you know&
Heather Porter: So, the two things % think % look or or % know % look or are
engagement and conversion.
Andrew McCauley: #eah.
Heather Porter: And so, likes don!t mean anything unless you know what!s
happening behind the scenes o those likes. ,osts don!t mean anything unless you
know what!s happening, you know, behind the scenes o those posts and updates.
So, speaking o analytics, % know there!s deinitely loads out there but let!s talk about
speciically the things that we recommend that you pay attention to.
Andrew McCauley: All right. So, let!s 1ust narrow down because we!re going to talk
about the big one 4 that!s 5acebook 4 let!s talk about analytics or metrics on
5acebook or this episode because there are literally another seven episodes o
dierent social platorms we could do on this podcast with dierent metrics, but by
this and the seventh one, we probably won!t have anybody listening to us so maybe
we!ll 1ust stick with 5acebook and then you can use that as a generali@ation or the
other platorms.
Heather Porter: % think so, yeah, and 5acebook!s a big one that most people are
using and are amiliar with. So, yeah.
Andrew McCauley: #es, yes, all right. So, let!s kick in.
5irstly, we!re talking about 5acebook metrics or your business page or your an page,
okay& +e!re not talking about any metrics that you have on your proile because you
really are not going to see too many metrics there. So, when we!re talking about
metrics, it!s going to be the ones that you see on your business page or your an
page.
So, H, which ones do you like to look at when you are looking at results or your
eorts&
Heather Porter: 8kay. 'ood 6uestion. So, in your 5acebook page, you ind these by
clicking on the %nsights button which is right under your cover photo or % think it!s still
going to be there ater the changes or up at the top in sort o the admin edit area.
There!s a Eiew %nsights button.
So, inside there, you!re going to be presented with a new menu up at the top which
has overview, likes, reach, visits, posts, and people. %n each one o these, you can
actually get detailed inormation. % look, really, only kind o % guess big picture on
going because % don!t want to overwhelm mysel and % don!t have time to dig deep
into all these all the times.
So, obviously, overview 4 % like to see what!s happening with my post reach and my
engagement and my likes. Jikes, as we said, is not as important. % ocus more on the
engagement. % want more likes, o course, because that means we!re growing, but
also, engagement is the most important because %!m constantly looking at BAm %
increasing my engagement&C 8bviously, i %!m increasing my base and my likes then %
want to also be increasing my engagement. % %!m increasing likes and decreasing
engagement, what that says to me is %!m not doing a good 1ob because people don!t
want to talk about it.
Andrew McCauley: Hey, 1ust 9::;H=;<K unclear> pause you 1ust or a second.
Andrew McCauley: % you want to see what these look like, we!re going to add
some images. %!ll put some images on the actual post on our podcast page or this
episode. So, %!ve got some images already set up or it so let!s put those on the post
so that you can see those and, as we!re talking about these, you can see what we!re
looking at.
Heather Porter: +hat we!re actually talking about here.
Andrew McCauley: #eah.
Heather Porter: 2ngagement is an interesting thing as well. %t!s very wholistic.
+hat we ound is that it!s not 1ust about one type o post; you do want to mi" and
match. #ou want to have 1ust te"t, you want to have videos, and you want to have
images, and you want to mi" and match because some o those get clicks, some o
those get comments, and some o them get shares. And so, you know, it!s weird.
Jike, %!ve noticed with 1ust te"t, you tend to get the most reach and, with videos, you
get the most clicks. So, you want all o that as part o your engagement so that!s why
you!re constantly doing dierent things. And, i you 1ust think it!s all about images,
you!re wrong. #ou know, you want to be looking at your analytics and your insights to
see, in act, that it!s much more about, you know, wholistically looking at how you!re
talking to people on your account.
Andrew McCauley: %t!s unny you say that. +hat % think what we!re inding, and %!ll
share this with everyone, is that videos will get a click and people will click on a video
and watch a video, but then, they won!t necessarily comment or share it, but they will
watch it.
So, that sort o gives you an indication, B+ell, okay. % you want people to share this
or comment on it then maybe there!s a call to action needed in the video so that
people actually do that.C So, this is why it!s so cool because you can see what!s
missing in your content that really helps you structure the stu that people are
looking or. Sorry, % 1ust wanted to 1ust 1ump in there and mention that.
Heather Porter: 0o, % know. $ut that!s e"actly why % use this stat because you!re in
the overview and you!re looking at your posts in the last week and you can very
clearly visually see your reach, your clicks, and your comments and shares because
they!re all color3coded. So, it!s a great place to see also which posts you can actually
create as ads because, obviously, the ones that are organically taking o means that
people like them. So, there!s not a lot o guessing games.
So, like, a good rule o using this or a good way o using this is, every week, you can
go in, see what your popular, you know, top three 4 depending on your budget 4 one
to three posts are, and then you can actually turn those into ads. And, sometimes,
they!re going to be call to actions and, sometimes, they!re 1ust going to be brand
awareness as well. So, it!s a great way o using these stats and getting more people
on your page.
Andrew McCauley: So, that!s on the posts. That!s the overview and posts page.
Heather Porter: That!s overview and you can also access that on the post. #ou can
see more deeply what!s going on your posts as well rom there. Jike, you know, what
times people are actually engaging on your page.
Andrew McCauley: #eah, yeah, great. 8kay. +hat other analytics or metrics do
you like to look at on 5acebook&
Heather Porter: +ell, % like to go into ,eople because % want to make sure that my
eorts are at the right target market. So, i %!m 1ust basing my business and my
advertising towards women, % want to make sure that %!ve gotten my messaging right
and, in act, that the ma1ority o my ans are women and i the age range is accurate.
Jike, % know that we were e"posed to a page where, or whatever reason, there were
likes that were purchased or ads running without actually targeting the interest
properly and they have this whole an base that!s in the teens which has nothing to
do with what they actually want. So, that!s why it!s so important to keep an eye on
your people because then you know that, yes, you are going ater the right market,
you!re attracting the right people, and also you can see in there the country and city
and language o the people that are engaging with your page as well.
Andrew McCauley: #eah, that!s a good point, too. % really like that, the act that
you can see who the most engaged country is and which the most engaged city is.
So, you know, i you!re a local business and you!re running some 5acebook ads and
suddenly the most engaged city is not your city that you!re trying to attract then
something is drastically wrong. #ou know, you!re paying either money or time and
eort in growing a list o people that aren!t the relevant target market. So, people,
the people section is a very, very good spot to 1ust check out what!s going on.
And, the other thing that % do like is 5acebook will tell you your percentages, as you
said, o emales and males and the age group breakdown, but they also give you a
comparison o the rest o 5acebook as well. So, it!s a pretty good little metric that you
can check out. % like that.
Heather Porter: Absolutely, yeah. $eore we were talking briely about the
overview tab and % said that you could access parts o that in the post tab, but % want
to revisit the post tab because there!s an important part in that tab % want you guys
to pay attention to.
And, when you click on posts rom inside your %nsights, there are three sub3
categories 4 when your ans are online, post types which is where Andrew and % are
getting that data rom which works best, right& So, is it the video& %s it a link& %s it
te"t& %t!ll tell you in there. And, here!s my avorite; top posts rom pages to watch.
So, i you guys have your business page, you would have noticed above your cover
photo in the administrator area, directly on your page, there!s this new little eature
where you can add pages to watch. So, this could be competitors, this can be
mentors o yours, people that you!re 1ust trying to study and understand how they!re
building their traic. And, what happens is, when you add these pages to watch which
% recommend all o you run out right now and go do, inside your post and in the sub3
category o top posts rom pages to watch, it!s going to show you the posts rom
those pages that are getting the most traction and engagement.
So, now, you!re not only studying your own page but you!re now able to see ive
other pages and their top posts to get great ideas o what you also can be doing on
your page.
Andrew McCauley: #eah, that!s pretty cool. % actually was playing around with that
the other day and looking at some competitors o ours and %!m like, B8oh( That!s
good( +e!re beating that person,C or, B+e!re beating that company,C you know&
Andrew McCauley: $ut it!s 1ust good to see.
And then, there was one company that % didn!t consider much at all as a competitor
and they were 1ust smashing it out o the park and %!m like, B+ell, % really want to see
what these guys are doing. They!re going a great 1ob.C
Andrew McCauley: So, they really pi6ued my interest about that, too.
Heather Porter: 2"actly.
Andrew McCauley: That!s really good.
Heather Porter: And, back on the overview tab, you can actually, because, again,
overview is 1ust a 6uick snapshot. %t!ll actually show you where your engagement is
or the week in comparison to the pages that you!re watching. So, i you scroll down
to the bottom, you can see where you it into the scheme o things with other pages.
KAnd, i you!re noticing some o those pages that you!re watching are spiking with
engagement, study them. #ou know, ind out what!s going on and what is making
their page take o. 9::;LG;<L unclear>
Andrew McCauley: #eah, that!s great. That!s really good.
0ow, one thing that % do want to mention is that insights rom 5acebook are airly
good and there!s a whole range o inormation you can ind out. A lot o this will use
5acebook and will try and drive traic 4 and this is what we teach, using these as
tools to drive traic to your website and, you know, how do you make sure that the
eorts that you!re putting into 5acebook are actually driving traic, you know, result
in traic into your website&
And one thing that a lot o people don!t reali@e is that 'oogle Analytics, i you!ve got
'oogle Analytics in your website 4 you should have 'oogle Analytics on your website
4 you actually can see which social sites are driving traic to your website and 'oogle
Analytics gives you a good indication o which 5acebook posts were also driving traic
there as well.
0ow, you!ve been digging in 'oogle Analytics a little bit lately. Do you want to give us
any insight on that&
Heather Porter: That!s in the reerrers! area rom memory. 'oogle Analytics is one
o those tricky platorms like the rest. %t!s always changing its mind about how it!s
going to be laid out.
Andrew McCauley: #eah, in the ac6uisitions section, i you look in ac6uisitions on
your analytics and then there!s a social drop3down and look in the overview, you!ll
see something that tells you how many page visits you!ve had all up and then, o
those page visits, how many are coming rom Twitter, 5acebook, Jinked%n, ,interest,
#ouTube, and all that sort o stu. So, it gives you a very good indication o whether
your marketing 4 i it!s on those platorms 4 are working or not.
Heather Porter: %t!s true, yeah, and you!re right. So, earlier, we were talking about
the two things you!re looking or 4 engagement which we!ve 1ust been talking about
how to sort o measure that but conversion. So, conversion is 1ust the ne"t step 4
taking that ne"t step, clicking or buying rom you. And, in this case, Andrew, what
you!re saying is, obviously, you can go see are your eorts working to drive traic
back to your website.
And % don!t want to go too techie here but % 1ust want to say this because % think
everyone needs to know about it is, in 5acebook, when you!re running ads, you can
obviously run ads to pages 4 like, web pages 4 and what!s cool is it oers this little
thing called a tracking pi"el. There!s loads o other advanced techni6ues but this is
really, really simple or people that are 1ust wanting to use ads and not get too
overwhelmed by it.
% you!re placing an ad to your own web page then, basically, it oers you, 5acebook
says, BHere!s a tracking pi"el,C which is 1ust this little piece o code that you give to
your web designer or your web programmer and you say, B,ut this piece o code on
my Thank #ou page.C So, how it works is, essentially, you!re sending traic rom
5acebook to a page or your choice 4 like, a landing page 4 and then, once the person
passes through or signs up to the Thank #ou page, they!re going to hit that Thank
#ou page on the way out, that!s where that little piece o code or that tracking pi"el
then says, BHey( *ool( So, this person clicked on the ad, went to the landing page,
and converted or signed up.C
So, what happens is, inside your 5acebook Ads manager, it!s going to show you 4 it!s
so easy 4 its shows you how many clicks you got on that particular ad and how many
people converted because o that pi"el. %t tells you actual, it 1ust says, right there, it
says, you know, B5ive leads,C or e"ample.
So, another very, very easy thing that 5acebook has built into their ads that anybody
can use and you 1ust keep in mind you need to put that code on your Thank #ou page
so you know that they!ve successully signed up.
Andrew McCauley: 0ow, in their eed, i you don!t have a web designer handy
because someone built your website and you don!t know who they are anymore, you
can get someone to do this rom 5iverr.com, right&
Heather Porter: #eah, yeah, yeah.
Andrew McCauley: So, it costs you M/.:: to get it done so it!s probably worth 4 not
probably, it is worth doing it.
Heather Porter: So worth it.
Andrew McCauley: % 1ust want to 1ust round o with a little story about we had
some people that were running some 5acebook ads to their page and this sort o goes
back and wraps up how you can really see rom metrics whether your eorts are
working. They had a page that was getting about <,::: visits a month and they were
running some 5acebook ads and they were spending a bit o money on 5acebook ads
and they didn!t know whether it was working or not.
So, they gave us their analytics and, basically, we saw that, o the <,::: visits that
we were getting 4 well, they were getting 4 to their page, they had less than H::
people coming rom 5acebook. So, they were like, B+ow( %s that all we!re getting&C
and we!re like, B#eah.C B$ut lots o people have liked our page.C +ell, it!s good liking
the page or liking the post, but that wasn!t your goal. #our goal was to get them to
come to a website and whatever it was they were selling at the time.
So, this metric, 1ust by knowing what the metric was doing, it saved them spending
more money on something that wasn!t working. So, % think they went away and
changed their ad call, their ad copy, and it started changing their results. $ut these
are 1ust little things that you can start to think about how you can use metrics. B%s it
working or me& And, i it!s not, what do % need to i"& +hich part o it is broken so %
can i" it&C
Heather Porter: And % love that you said that because that is such a smart way o
analy@ing what we!re talking about because, like you said earlier, most people see a
page that has H:,::: likes and maybe <:: people talking about it and they think,
B+ow( %!m popular(C #ou know, B% have good people talking about it. % have things
going on,C and then, they reali@e that only H:: clicks per month are going to their
website and they don!t even know what those people are doing. Then, suddenly,
that!s that underlying level that everyone needs to start to look at to know i all this
stu that %!m doing every day is actually making sense or me.
Andrew McCauley: #eah, yeah, awesome. All right.
+ell, % think now we!re coming to the hal3hour point pretty soon. %s there anything
you wanted to mention about what people should be looking at as ar as 5acebook
analytics& 8r anything that we!ve covered at all&
Heather Porter: #eah, 1ust a recap. Here!s how % use it; % go in as much as %
possibly can but deinitely you want to get in there once a week. 'o into your
%nsights. *heck out that overview tab. $e looking or your engagement, making sure
that that!s going up. And, also, watch the other pages 4 see what!s going on with
them in con1unction with you, the ones that you!re watching. And then, % pop on over
to my posts tab and % 1ust have a big snapshot o looking at all my posts to make
sure that there!s good engagement happening with those and % target, % dig deeper
into the ones that actually have good engagement and % either put ads to them so %
promote those posts or % create more posts that are like that because % know it!s
already working.
Andrew McCauley: 'ood, good, good. Awesome.
+ell, % think we!ve covered most o those things. % think people!s heads might be
spinning a little bit.
Andrew McCauley: 0ow, as % said, we!re going to put some o these images on our
podcast page. So, i you!re listening to this podcast on iTunes and you want to have a
look at what this page, what these images look like, head on over to
autopilotyourbusiness.comIpodcast and then look or episode -./ which is the Social
)etrics episode. *heck it out and you!ll see those images there.
H, also, let!s tell people about our A#$ 'uide i they haven!t got our A#$ 'uide yet.
Heather Porter: #eah, yeah, come on by, you guys. +e have really cool email
scripts on there. So, i you!re thinking, BHow do % ollow up with my leads&C you
know, B+hat am % actually supposed to say to them in email&C we have a script where
you 1ust literally download it and you 1ust answer the 6uestions and it sel3writes the
emails or you and gives you suggestions on what to give away. +e have some really
cool videos in there as well so you 1ust go to aybguide.com and you!ll see a little
video o Andrew and % in there saying, BHello(C and then you pop on through and get
your downloads rom there.
Andrew McCauley: #ay( All right( +ell, % think that!s about a wrap. 2n1oy your
2aster, Heather and everybody else. % hope you have a great 2aster(
Heather Porter: #es(
Andrew McCauley: Thanks, H(
Heather Porter: Thanks, Andrew(
Andrew McCauley: %!ll talk to you ne"t week.
Heather Porter: Talk to you ne"t week. $ye guys(
Andrew McCauley: $uh3bye( $ye(
MC: )ake sure to grab our ree business automation guide now and get access to
other special bonuses. Head on over to aybpodcast.com.
All passengers and cabin crew should now be seated with their seatbelt securely
astened. Jadies and gentlemen, this is the irst oicer speaking. 8n behal o your
captains, Andrew )c*auley and Heather ,orter, we would like to thank you or taking
the 1ourney with us to Autopilot #our $usiness. #ou are now closer to putting your
own business on autopilot using the %nternet.
8 course, i you would like to rack up some re6uent lyer points, visit our website
www.Autopilot#our$usiness.com or check us out on 5acebook at
5acebook.comIAutopilot#our$usiness. These re6uent lyer points are totally useless
but the inormation is gold.
Until we ly again, happy travels(

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Andrew is the Aussie bloke living in the U.S.

, Heather is the American gal living in

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