In The Headlights: August 14, 2019 Issue

In The Headlights

You collectively voted, and we heard you:


Rear View Mirror Data stays as a regular column. We’ll move it just below The Bright Idea for this and future issues of the newsletter in its new home. If you’re interested in how we did the polling, it’s a very straightforward process. Google Analytics automatically tracks all URLs, including query parameters – which is anything in a URL that starts with a question mark and all the information afterwards. You’ve seen these used for Google Analytics itself, with its UTM tracking parameters.

Query parameters are arbitrary – you can make just about any kind you want, as long as it follows the format of ?key=value. In the example above, we used ?vote=yes and ?vote=no as our query parameters, both of which led to a single landing page that had Google Analytics running on it.

Borrow this idea for your own newsletters, social media posts, etc.! It’s an easy, free way to track responses, and it puts your data in Google Analytics, where you can then monitor and extract it for dashboards and reporting.

The Bright Idea

The Bright Idea

This week’s Bright Idea is our introductory remarks at the IBM Watson Customer Experience Center, on ways AI projects go wrong. Watch the video here on our YouTube channel!

Click/tap here to watch the video and if you like it, please share it.

Rear View Mirror Data

Rear View Mirror Data

In the rear view this week, we turn our eyes towards Facebook. What are the engagement numbers for Facebook brand pages? We examined the posts from 2,517 Pages in the last week* to find:

  • The median number of page likes for this group of brands is 476,205.
  • The median engagement rate, which is all reactions plus comments and shares, is 0.0236%. For context, that’s 23.6 out of 100,000 followers, about 17x LESS than brand engagement on Instagram.
  • The median number of reactions was 77 per post for brand posts, with a median of 13 comments per post.
  • The median engagement rate of sponsored posts for these brands is 0.015%, or 15 out of 100,000 followers.
  • Sponsored brand posts made up approximately 1% of all brand posts.

Methodology: We selected 2,517 Facebook brand pages using Facebook Audience Insights for English-language locales (US, UK, IE, CA, AU) to identify the top 100 pages in each province/state-level market and then extracted data using Facebook’s Crowdtangle software. The sample of posts is 129,647 unique posts by brands. The timeframe of the study is August 3, 2019 to August 10, 2019. The last 3 days of the dataset were excluded (August 10-13) to allow for post engagements to mature, due to the newsfeed algorithm.

In Case You Missed It

In Case You Missed It

Shiny Objects

Shiny Objects

Shiny Objects is a roundup of the best content you and others have written and shared in the last week. It uses machine learning for the automated one-sentence summaries.

Social Media Marketing

Media Landscape

Tools, Machine Learning, and AI

Analytics, Stats, and Data Science

SEO, Google, and Paid Media

Business and Leadership

Join the Club

Are you a member of our free, private Slack group, Analytics for Marketers? Join 500 like-minded marketers who care about data and measuring their success. Membership is free – join today.

Upcoming Events

Where can you find us in person?

  • Content Marketing World, September 2019, Cleveland
  • INBOUND, September 2019, Boston
  • MarTech East, September 2019, Boston
  • MarketingProfs B2B Forum, October 2019, Washington DC

Going to a conference we should know about? Reach out!

FTC Disclosure: Events with links have purchased sponsorships in this newsletter and as a result, Trust Insights receives financial compensation for promoting them.

In Your Ears

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