Gather Actionable Data, Track Key Metrics from Meta, and Update Your Social Media Strategy to Reach Your Goals with WP Wellness
Are you truly maximizing your Meta insights? You started your health and wellness business because you’re an expert in your field—navigating the intricacies of social media data may not be your specialty.
If this resonates with you, fear not—that’s where WP Wellness comes in! Understanding data is a non-negotiable for the success of your business. Data is at the core of effective decision-making and successful marketing strategies. Without diligent gathering, tracking, and analysis, you risk missing out on critical insights that reveal what works, what doesn’t, and what your audience is eager for. But with the right tools and knowledge, you can take control of your data and confidently steer your business in the right direction.
At WP Wellness, we’re not just here to help; we’re your dedicated partners in success. We are excited to collaborate with you to design and execute flawless, data-driven marketing strategies. Our team of marketing, data, and content creation experts has mastered the process of making your data work for you, and we love to share our knowledge!
This guide will focus on gathering, interpreting, and using insights from the Meta Business Suite for Facebook and Instagram. We’ll also explore combining these insights with additional data collected using some of our favorite free Google tools.
Let’s dive in and look at how the right strategy for Meta insights can take your health and wellness marketing business to the next level.
The Importance of Data
Understanding Review and Analysis
Align Your Data with Business Goals
Understanding what to measure and why it matters ensures that your data efforts align with your business goals. This alignment is crucial for enhancing your ability to strategize and foster growth, focusing on short- and long-term goals. Are you aiming to expand your client base? Do you want more patients to schedule follow-up appointments? Are you looking to sell a subscription service and maintain subscriber engagement? These considerations are vital when determining the data to track and what to pay attention to in Meta Business Suite. Some basic, foundational metrics to track include:
- Engagement Rate: Measure how your audience interacts with your content. High engagement indicates the value of your content and the strength of your audience connection.
- Follower Growth: Track changes in your follower count to assess the effectiveness of your content strategy and outreach efforts.
- Audience Engagement Trends: Identify which days and times yield the highest engagement rate. This will allow you to optimize your content posting schedule.
Insights from Meta Business Suite
Key Insights Available in Meta Business Suite
- Engagement Metrics: Monitor likes, comments, shares, and saves to see how your audience interacts with your posts. This information can help you determine which content styles and topics resonate most with your audience and guide future strategies.
- Audience Insights: Gain demographic insights, including the age, gender, and location of your audience. This information is vital for tailoring your content to followers’ preferences and ensuring you engage every demographic you hope to reach.
- Reach and Impressions: Track the number of unique users who have seen your content (reach) and the total number of times it has been displayed (impressions). These metrics offer insights into your brand’s visibility.
- Performance Over Time: Analyze historical data to assess campaign effectiveness. By observing trends over time, you can identify successful strategies and pinpoint areas for improvement.
- Content-Specific Performance: Examine the performance of individual posts and campaigns to determine which types of content resonate most with your audience and refine your strategy accordingly. If applicable, you can expand upon this content or turn it into a different kind of offering–like making it the topic of a podcast or eBook.
Dynamic Data Duo: Combine Meta Insights with Google Tools
The Value of UTM Links
UTM (Urchin Tracking Module) links are a powerful tool for measuring the effectiveness of your social media campaigns in Meta Business Suite. By adding UTM parameters to your URLs, you can track which sources and campaigns drive traffic to your website. This not only helps you understand the impact of your social media efforts but also allows you to make data-driven decisions about where to focus your resources. To set up a UTM link for your social media content, use Google’s Campaign URL Builder to create custom URLs with UTM parameters. For effective tracking, specify details such as medium (e.g., social), source (e.g., Instagram), and campaign name.
Combining Meta Insights with Google Tools
Integrating insights from Meta Business Suite with tools like Google Analytics provides a comprehensive view of how your marketing efforts are affecting your business objectives. While Meta Business Suite offers valuable engagement data, Google Analytics enables you to track user behavior on your website, revealing how your social media efforts translate into actual conversions.
For instance, you can analyze which specific content pieces drove increased website traffic or led to new patient appointments. Once your UTM links are set up, navigate to the Acquisition > Campaigns > All Campaigns section in Google Analytics to see each link’s performance. Here, you can see the number of sessions, the average session duration, and the bounce rate for each campaign, giving you a detailed view of how your social media efforts are translating into website engagement. With this data, you can compare the performance of your social media campaigns against other marketing channels, giving you a more complete picture of how everything is working together.
Recording and Analyzing Your Data: Tools and Best Practices
Use Spreadsheets
You really don’t need anything fancy to track your data—a spreadsheet is a great solution! Creating a spreadsheet to track your insights over time consistently is a best practice for any health and wellness business. Use columns to record essential metrics such as dates, engagement statistics, reach, follower count, and any campaigns with their corresponding UTM links. Organizing data in a spreadsheet helps you monitor performance and compare it over time; plus, spreadsheets can be easily ingested by data visualization tools (more on this below!)
Regularly Review Data
Establish a routine for pulling and reviewing data—either weekly or monthly—to assess your data. This ongoing practice allows you to identify trends, successes, and areas for improvement. If you’re pulling data into a spreadsheet, it ensures you don’t miss out on seeing data trends over time. Regular reviews allow you to adjust your content strategy based on Meta Business Suite and Google Analytics insights.
Identify Trends with Data Visualization Tools
If you prefer to analyze metrics in a spreadsheet or the charts provided by Meta Business Suite, that’s fine. However, if you want a more comprehensive picture of your data, you can use data visualization tools like Google Data Studio to create custom charts and dashboards that convey your metrics.
Data visualization platforms are excellent for analyzing data over time and surfacing trends so you can see how social media efforts or campaigns have influenced your growth. You can incorporate supplemental data—such as client base growth, new patient visits, financial performance, purchases, or any relevant metrics—to view them alongside your Meta insights. Bringing data together in a visualization tool can give you a comprehensive understanding of your business’s performance and the effectiveness of your marketing strategies in a view tailored just for you.
Partner with WP Wellness
Data-driven health and wellness businesses thrive by leveraging Meta insights and supplemental data to enhance client retention, attract new customers, and improve the overall client experience. At WP Wellness, we help health and wellness businesses unlock the full potential of their data for maximum impact. Our team of experts specializes in interpreting insights from the Meta Business Suite, implementing best practices for UTM link utilization, integrating Google tools for comprehensive marketing analysis, and crafting strategies that align with your business goals.
From data gathering and analysis to strategy development and execution through curated content creation, WP Wellness is the partner you’ve been searching for. Allow our experienced team to design and implement a tailored, data-driven marketing strategy. By aligning your social media efforts with your business objectives, we can foster growth, drive deeper audience engagement, and create content that’s impossible to ignore.
Contact us today to begin your journey toward data-driven social media transformation with Meta insights!
