Facebook Fan Page Measurement: Insights and Google Analytics

Facebook insights is a fairly good feature for fan page owners, if you are not using it; you are greatly missing out on all sorts of reports and statistics which are vital to steering your page into the right direction. There is one problem though, for those who are familiar with Google Analytics, Facebook insights simply does not provide enough information. As marketers, we want to know every detail about what happens on our website, or in this case our Fan pages.

Adding Google Analytics to Pages

I have looked in all the nooks and crannies of the web and I did finally find a method of setting up Google Analytics on our pages, even on our wall. Further research was done and I actually attempted to add the corresponding tracking code, however it requires inserting your tracking code within FBML tags. This action is currently not possible, as Facebook will be decommissioning their FMBL support. Basically, Facebook has since updated their pages in order to put more emphasis on their insights tools.

All that said, it is still possible to add Google Analytics to some parts of your page. You can add the tracking code within your custom tabs. If you don’t have any custom tabs currently, and your using Facebook to help your business, it essential you begin using them. The benefits fall back on the ability to add any HTML code, including JavaScript and CSS, practically everything you would on a regular web page within custom tabs – including your tracking codes.

There is a huge flaw in this though, although it is doable, there is an extremely limited amount of information you will receive because it won’t track information from the whole page when a user is on your tab. It will just track the goings on within the custom tab. For ecommerce fan pages or those tracking a conversion/lead of some sort this is a big opportunity to better measure your ROI.

Conclusion

We would all love our Google Analytics to be on Facebook, but we cannot fully edit the source code of Facebook, thus we cannot use Analytics to the fullest of its potential. For now, we will just have to stay put and be “thankful” for what we have, which is Facebook insights. All we can do is keep our fingers crossed for an update in which we can see more information and more detail in our fans activities on our pages.

Guest Author Byline:

This post was written by Lewis Austin and he works for SEO Positive as the Social Media Manager. If you would like to find out more about SEO Positive, follow their Twitter profile or Blog.