NOTE: Some of the analytic features described herein are only available in White Label campaigns. If you would like to learn more about Wildfire White Label campaigns, please email sales@wildfireapp.com.

Running a campaign with Wildfire affords you access to a number of tailored, robust and customizable analytics tools. This tutorial outlines the functionality thereof, detailing how to optimize your analytics when running promotions with Wildfire. All clients can use their Leads List, Campaign Analytics, Monitor and Facebook Insights to track and compare promotion progress. What follows is a definition and explanation of each.

LEADS LIST

 The leads link redirects to a list of all the participants in your promotion. Participants are distinct from visitors, and only full participants who complete their promotion entry will be logged in the leads list. All information provided by entrants is bundled with their given name and viewable, but note that if a field is not required in your promotion, there is no guarantee entrants will provide the requested information. With standard pricing or above, you can export your leads list as a CSV file, which is perfect for excel analysis. In the leads page, just click “export.” You can also sync your data with Constant Contact or Campaign Monitor, both of which are marketing email solutions. To activate sync, be sure you’ve input your Campaign Monitor API key and/or Constant Contact information on the “services” tab, located under the “settings” or cogwheel icon in the promotion builder.

 

 

You can disqualify and then re-qualify leads as often as you’d like, removing them from public view immediately. Deleting an entry permanently removes it from public view and your leads list. Observe the fact that if you delete an entry, that user can reenter, and their second entry will count as original in your analytics. If you are regularly clearing your leads list and allowing reentries, this may skew your total “unique-user entries” data.

 

 

To inspect the specifics of a single entrant, click “view details.” The time at which a user entered your promotion, whether they liked your fanpage, the number of friends they are referred to your promotion, and their method of entry (Facebook, Twitter, Microsite etc…) will be listed, along with all personal information they’ve volunteered. If you are running a contest, your entrants’ videos, photos, essays the comments they received will be visible under “view details.”

CAMPAIGN ANALYTICS

Campaign analytics is a link found within the promotion builder and as part of the campaign management toolbar. This link gives way to a succinct and accessible overview of your campaign’s performance, including total number of visitors, total number of entries, total number of Facebook likes and total number of Twitter followers. In muted subscript beneath each of these data points is their daily average. For example: total number of entries divided by total number of days in the campaign’s lifespan. At the center of the analytics interface is the entry rate, calculated as the total number of promotion entries divided by the total number of promotion visits. If you are interested in isolating a particular spate of your campaign, you can do so by changing the start and end dates in the upper right-hand corner of the page.

 

 The line graph below these metrics is their visual representation. Entries, visits, likes, and follows can be toggled on/off by selecting their icons located along the x-axis.

You may export the data that you see in the dashboard for each of your promotions. To do so, select the "Generate" link that appears below "Export as CSV" in the Analytics navigation:

                

Once you click "Generate," our platform will generate a CSV file. When the file is ready for download, a "Download All Data" link will appear below the "Export as CSV" heading:

                

Click "Download All Data" to download the CSV file to your computer. Please note that the downloaded file does not include demographic data for your promotion; that data is not available for export at this time. 

SPECIAL NOTE for campaigns with multiple entry form Like buttons: If your campaign has more than one Like button (for different Facebook fan pages) on the entry form, the Like analytics described here will reflect Likes for all of the Facebook fan pages together. They are not displayed separately.

If you are a white label client, you’ll also notice “Referral Sources” below your line graph. Adding a referral source means tracking the work your advertisements do for you. To add a referral source, select “add referral source,” name the referral source, and select the channel to which the referral source applies. For example if you’d like your advertisement to point users to your microsite’s detail page, you would specify this in the drop down menus as “microsite” and “details page”.

 

 

The resultant URL can be copy and pasted to online advertisements you are running in conjunction with your campaign, and will redirect clicks to the channel you chose. Moreover, this URL measures the efficacy of each advert you are running by summing the traffic it routes to your promotion on Facebook, Twitter, or a microsite.

 User Demographics

Whenever you run a campaign and have opted to ask users for extended Facebook permissions, you will have access to our advanced Entrant Demographic analytics. This feature provides you with age and gender, education and location data for entrants through the lifetime of your campaign. Unlike Facebook insights for a given application, these demographics show you who has actually entered the promotion; Facebook insights demographics relate to any user who has interacted with the application, which could include users who dropped off and did not enter. In addition, Wildfire's Entrant Demographics provide data on education, and Facebook insights do not.

Are you unsure about whether to ask for extended permissions? See the screenshots at the end of this tutorial for additional information.

Demographic data will be visible in a given category once your campaign has at least 25 entrants with Facebook profile details in that category. For example, once your campaign has 25 entrants who have defined their location in Facebook, the location demographic data will appear.

This screenshot shows how these data appear within your campaign analytics:

 

Standard vs. Extended Permissions

We have conducted tests on the rate at which users grant permissions (or “grant rate”) when presented with the requests for permission box shown below. In our tests, the grant rate dropped by about 1-3% when using extended instead of standard permissions, depending on the type of contest format used. As the campaign administrator, you always have the option to use standard permissions if you prefer the more streamlined user experience over the demographic data that extended permissions provide.

These two screenshots show the difference between standard and extended Facebook permissions from a user’s perspective:

 

 Enabling Standard & Extended Permissions

To enable standard or extended permissions within Promotion Builder, click on the Entry Form tab.

• Select Entry Form.
• In STEP 3: Define Permissions (located below the drag & drop menu on the left side of the page), select the level of permissions you wish to give your promotion.
• Click "Save" or "Save and Continue" to save your changes and continue on in the campaign wizard.

FACEBOOK INSIGHTS

While Facebook insights is not a Wildfire-provided service, we can’t understate its utility as a measurement of performance.  Anyone who is an administrator of a Facebook fanpage is eligible to use Facebook Insights, reached by viewing your fanpage’s wall, clicking “edit page” and then selecting “insights”. Insights is composed of three subsections: Page Overview, Users and Interactions. The first is a summary of the latter two.

 

One important caveat regarding Facebook insights pertains to Wildfire’s Social App Suite. When publishing a template in the App Suite, do so through a custom app channel. Otherwise, Facebook Insights will not accurately interpret data for that page.  

Users: Beginning at the top of your browser’s page and continuing downwards, Users is an exposé on how often people use your page, what actions they perform on your page, and the demographic composition of your users. Towards the bottom of the page, you’ll come across “External Referrers” and “Media Consumption,” among other features. The first enumerates from which sites you receive redirected traffic, or fanpage visits. The second specifies what types of media, whether audio, video or photo, are consumed on your fanpage and at what level. Summarily, the “Users” section of Facebook Insights details who your users are, and what they do on your fanpage.

Interactions: Facebook Insights “Interactions” takes a closer look at how users interact with your page, specifically your wall posts and stories. “Interactions” also measures the intensity of dialogue concerning your page, including reviews, discussion boards, wall posts and mentions of your page in peoples’ statuses or wall posts. All posts on your page are listed and sortable here.

MONITOR

Monitor is a juxtaposition tool allowing you to search and compare the Facebook and Twitter presence of different brands and organizations. Facebook likes, Twitter follows, and Check Ins are all used to measure companies against one another. Drawing such comparisons is as simple as typing names of interest into the text field, and allowing Monitor to auto-complete your query.

Click compare, and track each entity’s trend. To save a drawn comparison, click "save" and it will be filed under "saved comparisons." Under the same heading, "My Connections" stores all comparisons automatically generated from any social properties you included under "Settings" in your promotion builder. 

 

Monitor’s comparison tables now include checkboxes next to each social property included in a comparison so that users may adjust the number of properties viewable in the table. This will allow users to create larger comparisons
without the fear of cluttering the chart with too many properties at one time.

If a name does not auto-complete in Monitor's text fields, this means the social media property in question is not already in the system, in which case you'll need to copy and paste the URL for a facebook page or twitter user directly into Monitor. 

 

To view the leader board powered by Monitor, where information about the best performing brands on Twitter and Facebook is exhibited, you need to be logged out of your Wildfire account. The leader board is open to public viewing and automatically updates to reflect jostling between brands as their social media performance changes. Facebook properties can be compared by likes or check ins, and Twitter entities by followers, tweets and following. 

Competitor Engagement Benchmarks for Monitor: 

In addition to Like and Check-In comparisons, Monitor users can now view engagement comparisons for Facebook Fan Pages that they specify. The data is Facebook’s 7-day rolling total of the ‘People Talking About This’ metric (the same number you can see on everyone’s Facebook page). Monitor users may still view data on a daily or cumulative basis, but may now also view the comparison chart for any date range going back to January 3, 2012. Note that engagement comparisons are only available to logged-in users (i.e., this functionality is not available to the general public).