Transcription
Adobe Social andAdobe AnalyticsGuide to owned social dataAdobe Social and Adobe Analytics1
IntroductionThis guide is meant to help both digital and social analysts understand and use AdobeAnalytics for owned social data available through integration with Adobe Social. With thisguide, Adobe Analytics users should be able to include social data in reports, dashboards,Analysis Workspaces, and Report Builder templates.DefinitionOwned social data are the metrics associated with the social properties that you own, such asyour company’s Facebook pages, Twitter handles, or YouTube channels.Example Facebook page “likes”(“How many people liked our company’s Facebook page?”) Facebook post unique impressions(“How many people saw our post content?”)Adobe Social and Adobe Analytics2
Data inputsAdobe Social uses social network APIs to pull in data. Owned social data is sent to Analytics viathe data injector API and processed into reserved variables and classifications. This makes dataaccessible in Reports and Analysis Workspace. The data is sent to the report suite to which thesocial property is assigned in the Adobe Social Properties settings.TIPFacebookTwitterGoogle LinkedInBe sure you fully understand what report suites are and how they work with your Socialaccount setup before you begin reporting. For more information, refer to the Help section athttps://marketing.adobe.com/resources/help/en US/social/t gs chng comp rs.html, or askyour Adobe Analytics administrator about your account setup.APIsintegrationAdobe SocialAdobe Social and Adobe AnalyticsAdobe Analytics3
When to use Adobe Social reports versus Adobe Analytics reportsAdobe Social reportsThe reports in Adobe Social are great to monitor individual post performance and designcontent strategies to improve post performance for the content marketer who is looking atpost- and property-level reports on a day-to-day or week-to-week basis.ExampleIn Adobe Social, you can quickly navigate to the Analytics Posts report and easily see whichposts stood out the most in terms of engagement and reach in the bubble graph. You can viewyour “standout posts” in terms of engagement and reach and perhaps decide to put paid mediabehind a post that has very high engagement but low reach.You can then drill down further into that high-performing post via the Post Details report tounderstand the nature of the engagement.Adobe Analytics reportsIn Adobe Analytics, there is more flexibility when generating reports from your data. AdobeAnalytics allows you to create and save custom reports with your desired metrics and format aswell as to schedule distribution of these reports to team members.Adobe Social and Adobe Analytics4
Social metrics and Adobe AnalyticsMetric definitionsAdobe Analytics pulls in metrics that match what is in the social platform APIs, which oftenhave less user-friendly names but are more precise and accurate. For example, “Facebookreach”—a common metric for a number of users who may have seen your post is called “FB –Unique Post Impressions.”Here is a list of all owned social metrics available in Adobe Analytics: https://marketing.adobe.com/resources/help/en US/social/215063.4 Adobe Social May 2015 ProductCapabilities Appendix.pdf.Calculated metricsWhile the analytics and reporting in Adobe Social are geared towards the social marketer,the analytics and reporting in Adobe Analytics are geared towards the digital analyst. Youwill notice that when you view the available list of social metrics in Adobe Analytics, only thespecific metrics pulled from network APIs are shown.For example, “Facebook engagement” is a metric that is shown in Adobe Social as anautomatically calculated metric, but it is not in Adobe Analytics. Users can define a calculatedmetric for “engagement” on Facebook to match how it is defined at your company. Forexample, using Facebook metrics of comments, likes, shares, and consumptions, you can createa calculated metric for all engagement on a post:Facebook engagement Clicks that produce a story (FB – Post Likes FB – Post Comments FB – Post Shares) clicks that do not produce a story (FB – Post Consumptions).Adobe Social and Adobe AnalyticsSome elements to consider for owned social metrics in Adobe Analytics include the following: Prefixes: All owned social metrics begin with a two-letter code for the appropriate socialplatform. Examples: FB Facebook, TW Twitter, YT YouTube. Calculated metrics shouldbegin with a code to call out that it is an owned social metric, such as “SOC” or “Social.” Owned social interactions: This is the default metric in any Owned Social report, but it isnot a helpful metric because it includes every metric associated with your social properties.This reflects the raw, unprocessed data that is parsed out into the metrics available in theinterface. It is a good default, however, because it will always ensure data is displayed in anyOwned Social report. Nonetheless, users should select the desired metrics for their report.5
Owned social definitions: Because most data from social platforms is multidimensional,the definition of each metric is stored in a single variable named “owned social definitions.”This includes a list of every metric that passes through via the APIs. The metric for thesedefinitions is the previously mentioned owned social interactions. Processing rules place thedata in the appropriate metric, but advanced users can leverage the owned social definitionsfor more complex reporting, such as Facebook fan demographics. Post versus property: For some platforms, like Facebook, similar metrics are reported at thepost level and the property level. A metric will include “post” in the name if it is a post-levelmetric. A property-level metric will have no extra label. For example:FB – Post Impressions number of impressions of postsFB – Impressions number of impressions of all page content (includes posts, but may alsoinclude ads, comments on your page, stories of someone ”liking” your page, and so on) Totals versus non-totals: Most metrics have a standard version and a total version. Ownedsocial data is delivered by social networks as a lifetime total. This lifetime total is currentlystored at the daily level; totals for a multiday reporting period will be added for each day orshown in a daily trend. A non-total version of the metrics is calculated as a delta between thereporting day and the day prior; non-total metrics can display the sum of daily activity over amultiday reporting period.Example 1:FB – Fans Total total number of fans as of day of report time periodFB – Fans net number of new fans each day during any reporting time periodExample 2:TW – Favorites Total lifetime total of all favorites on a post as of any dayTW – Favorites number of favorites of a post each day during the reporting time periodAdobe Social and Adobe Analytics6
Reporting on social data within Adobe AnalyticsIn Adobe Analytics, click on View All Reports in the upper left corner and navigate to the Socialmenu. In this menu, you can choose the following: Social Owned Social Reports Owned Post IDs Reports Social Owned Social Reports Owned Property IDs ReportsThese are the types of reporting that you can also find in Adobe Social, but here you have moreflexibility to customize these reports, and you can leverage the advanced reporting features ofAdobe Analytics like “rolling dates.”Social Owned Social Reports Owned Property IDs Reports Owned Property IDsThis report lists your social property IDs, which are unique identifiers assigned to eachproperty by the social network. The property ID has auto-classifications, such as propertyname or platform, that allow you to view property-level data by those classifications as well. Arecommended way to do property-level reporting is to look at the Owned Property IDs reportand then break it down by property name, thus ensuring that you have broken out your data byeach individual property.Adobe Social and Adobe AnalyticsTIPSome elements to consider for owned social metrics in Adobe Analytics include thefollowing: A “total” metric, such as “TW – Followers Total” or “FB – Fans Total” is a metric that ispulled into Adobe Analytics on a daily basis and displays the lifetime total of that metric.Therefore, if you look at a total metric over a period of time with the setting “ReportType: Ranked,” Adobe Analytics will sum up these daily totals and display an overinflatednumber. When viewing total numbers, be sure to either: Switch to “Report Type: Trended” to see your totals number trended over time by day,or Switch to “Report Type: Ranked” and only look at one day to see the total number forthat day.TIPThe owned social interactions metric is the default metric for owned social data. This isessentially the catch-all for every social metric, and while as a default it ensures data willappear, it is not a useful metric of everything that is happening.7
Social Owned Social Reports Owned Property IDs Reports Property NameIn this report, you will be able to view all of your social properties by their friendly name, andyou can look at any of your metrics that are relevant to your property.NOTE: If you have more than one property with the same exact name, all metrics will be displayedin aggregate for both. However, you can use breakdowns to view by property ID to differentiate.Social Owned Social Reports Owned Post IDs Reports Owned Post IDsEvery time a post is posted on a social platform, the social network assigns it a unique identifier:post ID. This report shows you data broken down by these unique identifiers. While the reportisn’t all that useful by itself, it’s worth noting that all of the other items in the Owned Post IDsreports are SAINT classifications keyed off of these unique post identifiers, allowing you to viewyour data in a variety of ways.TIPWhat does “None” or "Unspecified" mean in a report?In Adobe Analytics, whenever you pick a metric within your reports, you receive the totalvalue of that metric, even if some values are not attributed to your report. You can think of“None” or "Unspecified" as the “everything else” catch-all.In the following example, all posts are shown by campaign and then broken down by “PostText.” “None” appears as a campaign because some published posts have not been assigneda campaign—whether published natively or not assigned—but the data is available.See the following sections for descriptions of the various post-level reports associated withowned post IDs. Every post ID will show up in this report, regardless of whether you posted itthrough Adobe Social, natively, or through another tool.Social Owned Social Reports Owned Post IDs Reports [menu options]Post Text: Displays the post textSocial Platform: Displays a rollup of metrics at the social platform level, such as all postimpressions on Facebook or TwitterCampaigns: Displays a rollup of metrics by the social campaigns assigned to a post whenpublishing. This is a unique and important report, as it is the one place where you can viewyour owned social metrics and conversion metrics at the post level in one report, for instance,total post impressions in each campaign and how many visitors came to the website fromsocial posts in those campaigns.Adobe Social and Adobe Analytics8
Another example in the Owned Post IDs report shows the post IDs for posts that delivered“Page Views” of a tracked website in Adobe Analytics. Because Analytics shows all page viewsof a site in the report, “None” refers to all page views that were not derived from a visit from asocial post.Social Social PlatformsThe Owned Social Engagement Social Platforms choice allows you to view any metric that isattributed to a social platform, such as Facebook or Twitter. This can include: Owned social metrics, like FB – Post Impressions or TW – Followers Site metrics, such as page views or visits, that are attributed to a social platform Listening terms metrics: Mentions and average sentimentTIPThis report displays aggregate data for all the social platforms in your report suite. Therefore,use breakdowns to view specific properties, posts, or campaigns, as appropriate.Adobe Social and Adobe Analytics9
Closing tips on data processingReminder tips on metrics Property-level data is collected once a day, generally at 1 a.m. PT.If an API is down or there was an error of some kind, the metric may be reported as 0 forthat day. This usually is corrected by the next day with the refreshed lifetime total; thus nodata is lost. However, when viewing a standard daily metric, the change in one day mayseem higher, since it includes two days of data in one day. These values cannot currently beoverwritten with the correct value. “Total” metrics are a lifetime total as reported each day. For example, the Facebook metric“FB – Fans Total” equals the total number of Facebook fans reported by Facebook eachday. Therefore, adding these up over time does not make sense. Keep this in mind whenevaluating the “TOTAL” row when viewing this metric. Post-level data is collected on a frequency cadence throughout the day from the time it waspublished, and the daily calculation is processed at the end of each day. The frequeny variesby social platform. “Total” metrics are best used for:–– One-day time period in a ranked report to see the total value as of a single day–– Multiple days in a trended report to see growth trends over time For some metrics, the platforms deliver the exact same metric at the property and the postlevel. This includes:–– TW – Favorites/Favorites Total: Favorites at the post ID level–– TW – Favorites/Favorites Total: Favorites at the property ID level–– FB – Post Impressions (and variations): Post impressions at the post ID level–– FB – Post Impressions (and variations): Post impressions at the property ID levelAdobe Social and Adobe Analytics10
ConclusionThis guide is meant to help both digital and social analysts understand and use Adobe Analyticsfor owned social data available through integration with Adobe Social. If you would like to divedeeper, a training course is available at s.html#course-date-and-locations-table.Adobe also has experienced consultants who can help you get value from your social data inAnalytics. Contact your account executive to get more information.Adobe Systems Incorporated345 Park AvenueSan Jose, CA 95110-2704USAwww.adobe.comAdobe and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. All other trademarks are the property of their respective owners. 2016 Adobe Systems Incorporated. All rights reserved. Printed in the USA. 8/16
Adobe Analytics reports In Adobe Analytics, there is more flexibility when generating reports from your data. Adobe Analytics allows you to create and save custom reports with your desired metrics and format as well as t
