One of the major factors to be taken into account to success on a Facebook contest is the promotion. The more media and communication channels we use, the better. This may include carrying out advertising actions through Google Adwords, Facebook Ads or mailing campaigns. But, how can we measure the ROI of our Facebook contests and promotions?
Calculate the ROI of your Facebook promotions
The visibility of our publications on our followers newsfeed is decreasing because of the changes in Facebook edgerank algorithm, that is the one who decides which posts will be shown to each profile. This fact intensifies the need of carrying out advertisement campaigns, and so focusing our resources in obtaining visibility. ROI measures the return on the investment of certain resources, so we may know if our efforts are worthy.
When contests and promotions are installed on a fanpage, Trisocial applications provide the organizers advanced statistics advanced statistics showing the evolution of the contest, that let you know, in real time, information like the number of participants, how many of them are new fans or access from a mobile device.
However, you may also need to know where do your participants come from: Adwords campaign, Facebook advertisement, mailing, external reference…
Measure ROI of Facebook ads with Facebook pixel
When a Facebook ads campaign is carried out, the direct way to measure the success of the conversion is the Facebook pixel. Trisocial applications let set up a Facebook pixel and so track the participations and new fans arrived from the advertisements of your campaign on Facebook.
However, this is not the only possible source, so if you use another ways to promote your contest, it is convenient to use another tool in order to know the return on the investment in each channel. And Trisocial applications include this feature.
Using tags to measure the source of the campaigns
You can use tags to identify the source of your visits:
- utm_source: identifies the source (advertiser, site or publication) where visits come from. For example ‘google’, ‘facebook’, ‘mailing’…
- utm_medium: medium which visits come from, like cpc, referral, email…
- utm_campaign: name of the campaign, like ‘saintpatrick’, ‘motherday15’…
These tags can be included in the URL of a Facebook contest or promotion. For example:
If this URL is the one that includes the advertisements of a Facebook ads campaign, participations that arrived from this source will be registered and associated to this campaign.
In Trisocial applications you will find the ‘Campaigns’ tab, where you can consult and download all the information related to the campaigns:
Furthermore, the url where participations come from can be tracked, and also the domain. This way, you will be able to know how many participations come through your website.
Monitoring the source of the participations in a contest or promotion is now easier with Trisocial. Just tag the links to the contest you need to promote and the applications will register the information so that the organizer can check it.