Facebook  Analytics is an invaluable tool for marketers, allowing us to explore users’ interactions with our brands and social pages.

A few months ago, Facebook added a whole list of features that now allows us to track the full interaction path that leads to conversion.

Bells and Whistles

The update includes additions such as omni-channel analytics, allowing you to view users jumping from your Facebook page, to your app and to your website as well as the ability to build custom audiences based on these omni-channels.

Other additions include custom dashboards, insights into who is engaging with or converting from your content and the ability to segment and retarget audiences.

The redesigned Facebook Analytics is one of the most significant updates since the massive algorithm change.

Now let’s look at how to navigate the analytics interface to find the information that matters most to you (there's a whole blog post here).

Data lurking in the shadows?

Three quarters of where the highest value audiences are getting their brand and product information is not visible, trackable, or traceable. This is referred to as Dark Social.

Dark Social is the social sharing that occurs via private digital communication tools – think email, SMS and Messenger.

From a marketing perspective, Dark Social activity is untraceable, often found in one bucket on your Web Analytic platform as “Direct”.

The Implications of being kept in the dark

Being unaware of Dark Social can result in significant repercussions for your agency or brand.

92% of consumers will prioritise a recommendation made by an individual over any other form of advertising communication.

Dark Social is arguably the most valuable traffic source to a brands website, but we are yet to track its value.

Online Circle Digital created a Dark Social methodology based on over 100 unique campaigns and websites, across a broad range of industries.

The full report, methodology and subsequent findings is available for SMK readers here.

ABOUT THE AUTHOR
Lucio Ribeiro, is a co-founder and lead strategist of Online Circle Digital where he works with Fortune 500 brands in developing their digital marketing strategies and execution. He is considered a thought leader on digital marketing; authoring articles in digital innovation and strategy, speaking at seminars and judging global awards.