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1Adobe Social and Adobe Analytics
Adobe Social and Adobe AnalyticsGuide to owned social data
2Adobe Social and Adobe Analytics
Introduction This guide is meant to help both digital and social analysts understand and use Adobe Analytics for owned social data available through integration with Adobe Social. With this guide, Adobe Analytics users should be able to include social data in reports, dashboards, Analysis Workspaces, and Report Builder templates.
Definition Owned social data are the metrics associated with the social properties that you own, such as your 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?”)
3Adobe Social and Adobe Analytics
Data inputsAdobe Social uses social network APIs to pull in data. Owned social data is sent to Analytics via the data injector API and processed into reserved variables and classifications. This makes data accessible in Reports and Analysis Workspace. The data is sent to the report suite to which the social property is assigned in the Adobe Social Properties settings.
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Be sure you fully understand what report suites are and how they work with your Social account setup before you begin reporting. For more information, refer to the Help section at https://marketing.adobe.com/resources/help/en_US/social/t_gs_chng_comp_rs.html, or ask your Adobe Analytics administrator about your account setup.
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When to use Adobe Social reports versus Adobe Analytics reports
Adobe Social reports The reports in Adobe Social are great to monitor individual post performance and design content strategies to improve post performance for the content marketer who is looking at post- and property-level reports on a day-to-day or week-to-week basis.
Example
In Adobe Social, you can quickly navigate to the Analytics > Posts report and easily see which posts stood out the most in terms of engagement and reach in the bubble graph. You can view your “standout posts” in terms of engagement and reach and perhaps decide to put paid media behind 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 to understand the nature of the engagement.
Adobe Analytics reportsIn 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 to schedule distribution of these reports to team members.
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Social metrics and Adobe Analytics
Metric definitionsAdobe Analytics pulls in metrics that match what is in the social platform APIs, which often have less user-friendly names but are more precise and accurate. For example, “Facebook reach”—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_Product_Capabilities_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. You will notice that when you view the available list of social metrics in Adobe Analytics, only the specific metrics pulled from network APIs are shown.
For example, “Facebook engagement” is a metric that is shown in Adobe Social as an automatically calculated metric, but it is not in Adobe Analytics. Users can define a calculated metric for “engagement” on Facebook to match how it is defined at your company. For example, using Facebook metrics of comments, likes, shares, and consumptions, you can create a 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).
Some 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 social platform. Examples: FB = Facebook, TW = Twitter, YT = YouTube. Calculated metrics should begin 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 is not 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 the interface. It is a good default, however, because it will always ensure data is displayed in any Owned Social report. Nonetheless, users should select the desired metrics for their report.
6Adobe Social and Adobe Analytics
• 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 these definitions is the previously mentioned owned social interactions. Processing rules place the data in the appropriate metric, but advanced users can leverage the owned social definitions for more complex reporting, such as Facebook fan demographics.
• Post versus property: For some platforms, like Facebook, similar metrics are reported at the post level and the property level. A metric will include “post” in the name if it is a post-level metric. A property-level metric will have no extra label. For example:
FB – Post Impressions = number of impressions of posts
FB – Impressions = number of impressions of all page content (includes posts, but may also include 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. Owned social data is delivered by social networks as a lifetime total. This lifetime total is currently stored at the daily level; totals for a multiday reporting period will be added for each day or shown in a daily trend. A non-total version of the metrics is calculated as a delta between the reporting day and the day prior; non-total metrics can display the sum of daily activity over a multiday reporting period.
Example 1:
FB – Fans Total = total number of fans as of day of report time period FB – Fans = net number of new fans each day during any reporting time period
Example 2:TW – Favorites Total = lifetime total of all favorites on a post as of any day TW – Favorites = number of favorites of a post each day during the reporting time period
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Reporting on social data within Adobe AnalyticsIn Adobe Analytics, click on View All Reports in the upper left corner and navigate to the Social menu. In this menu, you can choose the following:
• Social > Owned Social Reports > Owned Post IDs Reports
• Social > Owned Social Reports > Owned Property IDs Reports
These are the types of reporting that you can also find in Adobe Social, but here you have more flexibility to customize these reports, and you can leverage the advanced reporting features of Adobe 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 each property by the social network. The property ID has auto-classifications, such as property name or platform, that allow you to view property-level data by those classifications as well. A recommended way to do property-level reporting is to look at the Owned Property IDs report and then break it down by property name, thus ensuring that you have broken out your data by each individual property.
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Some elements to consider for owned social metrics in Adobe Analytics include the following:
• A “total” metric, such as “TW – Followers Total” or “FB – Fans Total” is a metric that is pulled 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 “Report Type: Ranked,” Adobe Analytics will sum up these daily totals and display an overinflated number. 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 for that day.
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The owned social interactions metric is the default metric for owned social data. This is essentially the catch-all for every social metric, and while as a default it ensures data will appear, it is not a useful metric of everything that is happening.
8Adobe Social and Adobe Analytics
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, and you 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 displayed in 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 report isn’t all that useful by itself, it’s worth noting that all of the other items in the Owned Post IDs reports are SAINT classifications keyed off of these unique post identifiers, allowing you to view your data in a variety of ways.
See the following sections for descriptions of the various post-level reports associated with owned post IDs. Every post ID will show up in this report, regardless of whether you posted it through Adobe Social, natively, or through another tool.
Social > Owned Social Reports > Owned Post IDs Reports > [menu options]Post Text: Displays the post text
Social Platform: Displays a rollup of metrics at the social platform level, such as all post impressions on Facebook or Twitter
Campaigns: Displays a rollup of metrics by the social campaigns assigned to a post when publishing. This is a unique and important report, as it is the one place where you can view your 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 from social posts in those campaigns.
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What does “None” or "Unspecified" mean in a report?
In Adobe Analytics, whenever you pick a metric within your reports, you receive the total value 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 “Post Text.” “None” appears as a campaign because some published posts have not been assigned a campaign—whether published natively or not assigned—but the data is available.
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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 views of a site in the report, “None” refers to all page views that were not derived from a visit from a social post.
Social > Social PlatformsThe Owned Social Engagement > Social Platforms choice allows you to view any metric that is attributed 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 sentiment
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This 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.
10Adobe Social and Adobe Analytics
Closing tips on data processing• 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 for that day. This usually is corrected by the next day with the refreshed lifetime total; thus no data is lost. However, when viewing a standard daily metric, the change in one day may seem higher, since it includes two days of data in one day. These values cannot currently be overwritten with the correct value.
• Post-level data is collected on a frequency cadence throughout the day from the time it was published, and the daily calculation is processed at the end of each day. The frequeny varies by social platform.
Reminder tips on metrics• “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 each day. Therefore, adding these up over time does not make sense. Keep this in mind when evaluating the “TOTAL” row when viewing this metric.
• “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 post level. 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 level
ConclusionThis guide is meant to help both digital and social analysts understand and use Adobe Analytics for owned social data available through integration with Adobe Social. If you would like to dive deeper, a training course is available at https://training.adobe.com/training/courses/report-and-optimize-using-adobe-social-and-adobe-analytics.html#course-date-and-locations-table.
Adobe also has experienced consultants who can help you get value from your social data in Analytics. Contact your account executive to get more information.
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