The latest approach to Facebook marketing analytics comes from Adaptly, which said its Momentum measurement tool tracks more than 160 social metrics, as well as accounting for every dollar spent.
Adaptly Co-Founder and Chief Executive Officer Nikhil Sethi said in a blog post introducing Momentum that the company wanted to look beyond traditional paid metrics such as clicks, impressions, and click-through rates, and add the ability to track what he called owned and earned metrics, such as likes, retweets, stumbles, and people talking about this.
Sethi said Momentum enables users to evaluate how their marketing initiatives have impact their overall brand performance across all mediums, adding:
If we continue to base our paid media buys on only the paid media metrics, we are only measuring one- of the value generated. These results leave so much value on the table, and we believe there should be a better KPI (key performance indicator) suited specifically for social. Adaptly has taken on this challenge and developed a new system that measures all three channels collectively (paid, earned, and owned).
The simple hypothesis that we all can agree on is that social is a pretty good reflection of reality. As people increasingly share more of their lives on social networks and events continue to permeate the social sphere within moments after they occur in real life, we are not only able to measure the relative effects of digital, but also of offline media events, as well.
When we observe the impact of paid social media, it no longer becomes about the spikes (which we can all expect), but the lasting post-media spend lift. This becomes a more relevant success metric and powerful way to measure the impact of each dollar spent across social as we start to measure and report paid’s effect across owned media and earned media channels.