How to Use Facebook Analytics for Your Nonprofit
Pew research shows that up to 50% of Facebook users have looked for information about rallies near them, posted a picture to support a cause they care about, or encouraged others to take action on an issue important to them on Facebook.
Facebook and other social media platforms have become a hub for people to show support for causes they care about and get involved in communities around social and global issues.
As a nonprofit, you have a huge opportunity to become a part of these communities, get your message out there, and build support for your organization. That path becomes much easier when you start taking advantage of Facebook Analytics and Insights to develop your strategies.
Below is everything you need to know about using Facebook Analytics for your Nonprofit.
Facebook Analytics Insights for Your Nonprofit
Facebook Analytics refers to all the analytic data and information related to your nonprofit profile that Facebook makes available to you. These analytics are broken up into two categories: Facebook Page insights and Facebook Audience insights.
How Facebook Page insights teach you how to optimize content
Facebook page insights give you the analytical breakdown of, you guessed it, your Facebook page. Specifically, these insights reveal details about who your audience is and how they’re interacting with your page. These insights can help you figure out what kind of posts are gaining the most traction and what strategies are working best for you.
Facebook Page provides you with the following details:
- Facebook page views
- Page likes
- The total number of user clicks on your page
- Video views that lasted three seconds or longer
- The number of users who viewed your story
- The total number of post likes, comments, shares, and other interactions
- And more!
One of the most helpful features of Page insights is the ability to compare pages from other nonprofits to compare how you fare with competitors. Understanding what’s working in your engagement strategy and how it compares to other nonprofits will help you pivot and adjust your strategies for the future.
How Facebook Audience insights how to target the right people for the giving season
Facebook Audience insights reveal important information about Facebook users who interact with your page. Your audience is broken down into three categories: people connected to your Page, general Facebook users, and people who are in your Custom Audience.
You can these insights to funnel specific audiences to your site based on their:
- Interests
- Political backgrounds
- Membership status
- Genders
- Ages
- Locations
- Interests
- Languages
- Relationship status
- Life events
- Job titles
- Education
Through these numbers, you can see the percentage of people who visit your page based on any of the factors above–men vs women vs nonbinary, age discrepancies, income, and so on. The more you know about your audiences, the better equipped you will be to market and strategize around those insights.
How to get started and install Ads Manager and a Facebook Pixel
If you want to generate ads on Facebook, you will need Ads Manager and Facebook Pixel (now known as Meta Pixel). Ads Manager gives you insights related to your ads, including Facebook tracking tools that allow you to review metrics like your reach objective and user engagement.
Ads manager can also tell you how many ads convert to views on your nonprofit page, which is important to assess whether your ads strategy is working or not.
Facebook Pixel is a sub-section within Ads Manager, and it provides you with deeper insights into your ads ecosystem. Pixel tracks all user interactions, instantly notifying you when a user signs up to be a member or provides a donation through Facebook. Pixel can also track the points of contact that a user takes if they make the donation from your actual website. For example, it can tell you if a user saw one of your ads, went to your Facebook page, and from your page went directly to your website to donate.
Additionally, Pixel can help you ensure your ads are reaching your target audience, drive donations, and provide you with conversion analytics that tells you whether your ads lead to your desired object or not.
Using Facebook Analytics and Facebook Posts to accept payment/donations
Facebook makes accepting payments/donations easy with its fundraiser hub. You can integrate a unique URL to your posts and comments that:
- Can lead people to your Facebook donation page.
- Allow people and organizations to match donations.
- Give you the option to create themed fundraisers, like birthday fundraisers.
- Connect your non-Facebook fundraisers to your Facebook page with Facebook API.
- Allow users to make recurring donations.
ACME provides you with the ideal custom-stand alone page to integrate into your Facebook fundraising efforts. ACME is an advanced ticketing solution with an integrated online payment system designed to meet the unique needs of public-facing nonprofits and cultural institutions.
With ACME’s donation support features, you can provide custom messages to potential donors, allow for direct deep linking on your social media pages and emails, and streamline the path from a post to a donation page.
Click here to learn more about how ACME can help you drive donations on your social media page and beyond.