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terminology

Background: Facebook Insights Definitions For Facebook Posts

August 20, 2012
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Sometimes it’s amazing what a Google search won’t yield. With all the changes going on on Facebook, it’s important to understand the definitions of the metrics they provide. Below are the definitions of the metrics provided when you export data from Facebook Insights at the Facebook post level:

Total Reach: Total FB Users who saw and/or interacted with this post.

Organic Reach: Total # of  FB Users who saw and/or interacted with this post because they were fans

Paid Reach: Total # of FB users who saw and/or interacted with this post from an ad/sponsored story/sponsored post.

Viral Reach: Total # of FB Users who saw and/or interacted with this post because their friends interacted with the post

Total Impressions: Total # of times the post was displayed to users

Organic Impressions: # of times the post was displayed to users who were fans

Paid Impressions: # of times the post was displayed to users as an ad, sponsored story or sponsored post.

Viral Impressions: # of times the post was displayed to users who saw and/or interacted with this post because their friends interacted with the post

Engaged Users:  Engaged Users is the number of people who have clicked anywhere on your post.

Talking About The Post: People Talking About This is the number of people who have created a story from your post. Stories include: Sharing, liking, or commenting on your post

Stories About The Post: Number of stories created about the post

Post Consumers: Total # of people who clicked on and viewed the photo.

Post Consumption: Total # of times the photo/link in the post was clicked on and viewed.

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Background: Formulas Every Digital Marketer Must Know

May 31, 2012
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There aren’t many formulas (this isn’t physics), but the key formulas in digital marketing are absolutely crucial. Here is a quick cheat sheet to five formulas everyone in digital marketing should know:

CPC (cost per click) = cost/clicks

CTR (click through rate) = clicks/impressions

CVR (conversion rate) = conversions/clicks

ROI (return on investment) = (gain from investment – cost of investment)/cost of investment   a.k.a. profit/cost

% Change = (old-new)/old

 

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Background: The Most Important Digital Marketing Terminology

May 17, 2012
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There are a few basic abbreviations that everyone involved in digital marketing should know. Even if you do not run a digital marketing campaign yourself, it is still important to understand this terminology so that you can communicate with those who are running the campaigns.

Impression – A single instance of an ad appearing to a user

Click – When a user clicks on the ad

Conversion – A single instance of the completion of whatever action the advertiser wants the user to take; examples include purchases, sign-ups or leads

CPC – Cost per click – the amount the advertiser pays per click on the ad; is equivalent to cost/clicks

CTR – Click Through Rate – the percentage of users who see an ad that click on it; is equivalent to clicks/impressions

CVR – Conversion Rate – generally defined as the percentage of users who click on the ad who then complete a conversion; is equivalent to conversions/clicks; May also be defined as the percentage of users who see the ad who then complete a conversion, which would be equivalent to conversions/impressions

CPA – Cost Per Acquisition – the cost to acquire a customer; is equivalent to cost/acquisitions

Cost Per Conversion – the cost per conversion; is equivalent to cost/conversions

CPM – Cost Per Thousand Impressions – the cost per thousand impressions of an ad; a common metric and pricing system for non-CPC digital advertising, such as display advertising

ROI – Return on Investment – How much received per dollar spent; is equivalent to revenue/cost

Position – The position on the page the ad shows up in; A position of 1 indicates an ad is in the top position on the page. A position of 10 or lower will not show up on the first page. A position of 4 or lower will not show up above the organic results.

 

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