This document summarizes a presentation about using Facebook for data tracking and optimization. It discusses how businesses can track metrics like page likes, engagement, and sales both on and off Facebook. It then provides examples of how three companies - Coca-Cola, You.gr mobile application, and MelinaMay.com - were able to increase fan growth, app installs, and sales by testing ad formats, audiences, and daily optimization based on tracked data and key performance indicators. The presentation emphasizes that collecting and analyzing data is key to effective optimization of Facebook campaigns.

1. Once You Track,
You Never Go Back
Magda Maragoudaki, ForestView
_AllThingsFacebook ‘13 @ Athens, November 25th 2013
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2. Today We’ll See:
Data Tracking & Optimization
ForestView Success Stories
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3. Data Tracking & Optimization
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4. What Can You Track Via Facebook?
Within
Facebook
Outside
Facebook
Page Likes
Engagement
Post Likes
Post Shares
Post Comments
Photo Views
Video Plays
Game Played
Leads
Subscriptions
Sales
Mobile App Installs
Mobile App Engagement
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5. What Can You Optimize?
Placements RHS - News Feed - Mobile News Feed
Devices
Ad Formats
Desktop - Mobile phones - Tablets - Models
Standard Ads - Sponsored Stories - Page Post Ads
Image - Text - Video - Photo - CTA - Destination
URL
Audiences Gender - Age - Location - Family Status - Interests
Retargeting - Custom/Lookalike Audiences
Ads
Other
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Bidding Type - Time & Day

6. So, For An Effective Campaign…
Collect & Analyze Site & Campaign Data
Define Your KPIs
Don’t Be Afraid To Test & Optimize
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7. ForestView Success Stories
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8. Coca-Cola Connect
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9. The Objective
“Increase Our Fanbase
Maximize Engagement”
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10. How We Did It
Targeting Different Audiences
Testing Multiple Ad Formats
Optimizing Campaigns Daily
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11. Targeting Different Audiences
Focus on 15-24 y.o.
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Non-fans
Fans & Friends Of Fans

12. Testing Multiple Ad Formats
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13. Testing Multiple Ad Formats
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14. But Most Importantly
Insightful Reporting
Daily, Weekly & Monthly Evaluation Of Results
Campaign Optimization Based On Results vs. KPIs
Data Sharing Between All Parties Involved
Teamwork At Its Best! 
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15. The Results
+27% Fan Increase in 2.5 months
1.2m Total Page Engagement
3 Actions/User on average
70% of Actions on Desktop Newsfeed
11% of Actions via Mobile
20K+ Incremental Visits to external
Coca-Cola properties
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16. You.gr Mobile Application
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17. The Objective
“Reach Our Consumers Via Mobile
Generate Installs Of Our New Userfriendly Application”
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18. Implementation
Mobile App Install Ads
on News Feed
Demographic & OS
Targeting
Driving Directly To
App Store (iOS)
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19. The Results
33% Higher CTR compared to standard mobile ads
28% Average Click-To-Install Rate
4.200+ App Installs in 3 months
#1 in the Free Apps & Lifestyle Categories of
the Greek App Store in first 2 weeks
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20. MelinaMay.com
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21. The Objective
“Boost Sales
Lower CPC & Cost Per Action
Improve ROI”
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22. The Solution
Facebook Retargeting
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23. The Solution
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24. How We Did It
Segmenting Customers Into Categories
Testing Multiple Retargeting Ads
Optimizing Campaigns Daily
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25. Segmenting Customers Into Categories
Based on:
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Gender
Product Categories Visited
Behaviour i.e. Cart Abandonment

26. Testing Multiple Retargeting Ads
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27. Optimization Is Key
Add New Images & Texts Regularly
Test High converting Product Categories
Campaign Reporting & Evaluation Of Results
CPA Optimization so it makes sense to our
business
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28. The Results
55.8% CPA Decline in just 6 weeks
38% Lower CPA vs. other retargeting campaigns
3.6% Conversion Rate – 1.467% higher than
other retargeting campaigns!
12x Incremental View-Through Conversions
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29. Once You Track,
You Never Go Back!
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30. Come & Play @
ForestView’s booth
to win your own
Facebook
Retargeting
campaign!
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