Do you want to improve your Facebook conversions?
Have you considered combining the power of Google Analytics with your Facebook Insights?
Comparing this data can help you find Facebook fans who are most likely to convert.
In this article I’ll show you how to identify an optimum audience and match it with your Facebook fans for increased conversions.
#1: Identify Your Buying Audience
First let’s look at your website. Google Analytics is the best way to identify which segments of your audience are most likely to convert to your goals. In this section I’m assuming you have a clear understanding of how Google Analytics works, specifically how goals and events work.
Below I show you how to use Google Analytics demographics data (location, gender and age groups) to determine your optimum audience. Since Google Analytics won’t track everyone visiting your website, the first step is finding a time period with enough data.
Log into Google Analytics and in the left sidebar click Audience > Demographics > Overview.
Google Analytics will show two charts similar to the ones below. In the top right corner of each chart you’ll see the percentage of sessions on your website where Google has tracked demographic data. Experiment with different time periods until you find the one with the largest percentage.
Once you’ve located an acceptable time period, you’ll need to find out which segment provides the best conversion rate. There are two ways to track conversions: events and goals.
Events are conversions (and other interactions) that occur independently of specific pages. To find your event conversions, follow these instructions:
1. In the left sidebar click Behavior > Events > Top Events. You’ll a see a reportsimilar to the one below.
2. Click the event category associated with the conversion you want to analyze(e.g., the number of enquiries submitted).
3. Click Secondary Dimension (above the Event action), and select Age, Gender or any Location dimension as your option. In this example I’ve selected Age.
Google Analytics will regenerate the report to include an extra column with information for the selected demographic.
You can use this report to identify which audience segment has completed the most conversions. For example, in the following image you can see the age groups 45-54 and 55-64 show the most success.
Repeat these steps with other demographic data and write down your findings—you’ll use them later.
Goals are conversions that occur on specific pages, so the process here is slightly different.
1. In the left column click Behavior > Site Content > All Pages.
2. At the top of the report, go into the search menu and type the name of the page where conversions occur (e.g., the thank-you page that comes up after someone signs up for your newsletter). Google Analytics will refresh the information to show data only for that page.
3. Click on Secondary Dimension and select the demographic you want to analyze. You can choose any demographic data (e.g., location, language, device) that will help you identify your optimum user. The image below shows the data for Gender.
Based on the data from events and goals, you now know that men aged 45-64 are your highest-converting audience (i.e., your optimum audience segments).