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Travelers use Facebook a lot. This article helps tour business professionals to use their Audience Insights to be able to connect with travelers in a meaningful way. Facebook Insights is where you should go to meet your fans.
Facebook Insights is a tool on your business Facebook page. It tracks user interaction with your posts. You can understand is as your potential customer analytics.
Getting to know your fans is the first step in getting them interested in your tours. Finally, you will improve your reach on Facebook.
Here is the key terminology tour business professionals should understand to be able to read the charts in their Facebook Insights. Some or all of these terms might appear in your Advertising Performance reports, as well.
Key Terms of Audience Insights and Performance Reports for Tour Business
- Impressions – they tell you how many Facebook users have been shown your ad or your post. In other words, how many times people viewed your ad on the site.
- CPM – cost per thousand impressions (technically, “cost per mille”) is a method of payment, calculated per 1000 impressions or views. It’s what you pay for every thousand potential customers who view your ad(s). It’s one of the two payment options to choose from for Facebook advertising.
- CPC – cost per click is a method of payment – you pay when people click on your ad. It’s another option to choose to pay for your advertising.
- CTR – click through rate, i.e. the number of clicks your ad received, divided by the number of times your ad was seen. It is useful for measuring brand awareness. It helps you to know how many people is aware your tour business exists and what’s it about.
- Action rate – the rate of engagement (not just likes and comments), calculated as the number of actions divided by the number of times your ad was seen (or the number of impressions). It gives you an overall sense of how responsive your ad was. Actions include Page likes, conversions or call-to-actions (for example, bookings on your website), clicks on your website, clicks on the phone number, event responses and other possible links you have on your Page. So for example, 2 Page likes and 2 comments would be 4 actions altogether.
- Conversions – the ultimate goal of your ad that you set yourself. Whether that is a product you want people to purchase or a ‘like’ on your page. It is completely up to you to determine what the goal of your campaign is and what is a conversion for you. For tour business professionals, this may be an online booking.
Now that you understand the language Insights speak, you are ready for the next step. In this free Guide, you will learn How to Use Facebook Insights for your Tour Business Success!