Analyzing your Facebook Statistics – 28 Day Moving Averages
Teaching by example. This post is the first one from FB Smarty about analyzing information collected from our Facebook Page. It’s pretty basic and is only one part of the analysis. We will also be analyzing website stats and our enewsletter stats once those have some history behind them. You also need to determine what your benchmark numbers are. In our case, for example, we will try to determine how many fans to our page it takes to create a teaching opportunity or a website client or other financial opportunity. In this 28 DMA analysis, we are sharing our very own real Facebook data from FB Smarty which is less than 60 days old and doing very well (in our humble opinion).
It’s very important to accumulate lots of data and daily data is the most telling data. Facebook insights show you great charts, but we want you to actually download the detailed numbers using the export function and we encourage you to download it consistently and regularly. Start your own master spreadsheet with the original export and add new information to it from each new export.
A daily moving average can be done with either a 7 or 28 consecutive day data. What this statistic does is remove the dips and spikes that can be distracting and gives you good trend data to show management or help you justify the time and resources you are putting into the effort. This blog assumes you have basic knowledge of Excel and creating charts in Excel. If you get stuck, I’ll try to help.
Here we go, step by step:
- (1) Your page needs to have enough data. You can also do a 7 DMA but the 28 DMA gives more trend data.
- (2) Go to your Facebook Page, link through ‘Edit Page’ under your logo, click on ‘Insights’ and finally click on the ‘Export’ link at the top and export all your data. Choose all the data for your first export and the next time you go through the process, simply update with the days you need.
- (3) Save this file first and then create your first Statistic spreadsheet by resaving this first spreadsheet under a new name.
- (4) Decide what data you know you will never use. I deleted the worksheet about refering country (you can always go back to originals if necessary)
- (5) Key Metrics is your main page. Data is in reverse chronological order. I prefer it in chronological order.
- (6) On the Home tab, right corner, use the sort filter to change order of information on entire sheet to Oldest to Newest.
- (7) Insert 2 new columns, one for 28DMA of Daily Engagement and one for 28DMA of Number of Fans. You can also do a 28DMA on other columns if you wish.
- (8) View the formulas used on my spreadsheet. On day 29 I began the 28 day moving averages for the two new columns.
- (9) Once you have the formulas in cell 29 of both relevant columns, you can copy that formula down through the rest of your days.
- (10) Once the two columns are propagated with the results, you can create your charts.
- (11) Select the rows with the new data (from the date field to the new column)
- (12) Choose Insert Chart – and your preferred chart. I generally use 3 D columns. You will remove the columns from the chart by selecting ‘select data’ on top of your spreadsheet and deleting all series but the last one.
- (13) There is an option in the upper right to move chart. I like to have each chart on their own worksheet.
Here is our first FB Smarty 28 Daily Moving Average on Number of Fans (People who Like the Page). We’re seeing the trend escalate steadily. Liking this very much! This has a lot to do with the audience we are attracting and it should be noted that we are not running any paid Facebook advertisements at this time so it’s all organic. Thank you!
Even more exciting is the trendline of people engaging with the page with their questions, comments and likes to the Page. See how it is escalating upward?
As we go through our analysis of FB Smarty, we’ll continue to offer suggestions for you to track your own statistics and ROI metrics! Comments and suggestions are always welcome…. put them on our Facebook wall if you like.. LOVE seeing that chart trend go sky-high!
Two things we would welcome from you.
- (1) Like our FB Smarty page if you haven’t yet, and, interact on the wall.
- (2) Sign up for our Enews tips which will come out each Monday, one tip at a time – the sign-up form is on our Facebook page and also on our website.
Take care everyone!
Your FB Smarty from LaMich Productions