The Deeper Meaning of Emojis: What You Need to Know on How Social Media is Changing Communication

The Oxford English Dictionary’s word of the year for 2015 was in fact not a word. It was the ‘Face with Tears of Joy’ emoji. This one > 

You’ll no doubt recognise it – here’s how it looks across different platforms:

This feels like a significant acknowledgement that the way a large number of us communicate is shifting.

It’s no longer just teenagers or younger people who are using emoji’s, hashtags and neologisms – they’ve reached the mainstream.

In this post, we dig a bit deeper into how our language and communication has changed over recent years as we’ve adapted to interacting through social networks and apps, and we’ll also look at what this shift means for marketers.

Let’s go! 

The functions of language

Before we dive into how social media has changed the way we communicate and use language, it’s first important to understand the key functions of language.

This is a subject Vyvyan Evans, Professor of Linguistics at Bangor University, explains more on over at the Oxford Dictionaries blog:

“English, like any other natural language, has two major communicative functions. The first is an ideational function: to get an idea across, as when I say, It’s raining, or I love you. It also has an interactive-interpersonal function: to influence the attitudes and behaviours of others, and, in a myriad ways, change an aspect of the world’s states of affairs in the process.”

Here’s how the two functions could look in marketing terms.

To get an idea across:

Here we have a banner from Amazon.com, very clearly letting you know there is a sale on:

To influence the attitudes and behaviours:

Here is a very different piece of marketing communication from Apple — this example feels far more aspirational and aims to influence our attitudes and behaviours.

Whenever you’re writing, whether it’s an email, tweet or blog post, it can be great to think on these major functions: Are you trying to get a point across or influence attitudes and behaviours?

More than words can say: The emoji revolution

On awarding the ‘Face with Tears of Joy’ emoji the Word of the Year title, Caspar Grathwohl, president of Oxford Dictionaries, explained:

“When you look back at the year in language, one of the most striking things was that, in terms of written communication, the most ascendant aspect of it wasn’t a word at all, it was emoji culture.”

Emoticons have been around since 1982, but only actually moved into mainstream communication over recent years as social media has grown and emojis reached phone keyboards.

Now, 6 billion emoji’s are sent every single day and according to Swyft Media, 74 percent of people in the U.S. regularly use stickers, emoticons or emojis in their online communication, sending an average of 96 emojis or stickers per day.

How people are using emojis

“The fact that English alone is proving insufficient to meet the needs of 21st-century digital communication is a huge shift.” – Casper Grathwohl

One area Twitter have noticed a lot of emoji use is in tweets about TV, where fans can discuss what’s happening, how they feel about what they’re watching.

Twitter found that the ‘Face with Tears of Joy’ emoji is by far the most popular emoji used in TV tweets:

It’s typically used to convey laughter, but it doesn’t just see prominent usage in tweets about comedy programming: it’s the top emoji across all genres, as well as all times of day. Another popular emoji is: 

Signaling that users are loving what (or who!) they’re seeing on TV.

Here are the top 10 emojis used across TV tweets:

What this highlights is that we’ve moved beyond the simple smiley face andwe’re now turning to emoji to convey extra meaning and emotion within the messages we send.

How emojis are replacing words

It feels like we’ve reached a point where in some cases, emojis have started to replace altogether, the words we send each other digitally, whether in an email, IM or tweet.

For example, here’s how the expression of laughter has evolved:

(Hat tip to Marcus for this excellent example)

This evolution is backed up by a study from Instagram. What Instagram found is that many popular emoji have meanings in-line with early internet slang and have been adopted as a way to replace these words.

Here are a few emoji and the slang Instagram found them to represent:

•  : lolol, lmao, lololol, lolz, lmfao, lmaoo, lolololol, lol, ahahah, ahahha, loll, ahaha, ahah, lmfaoo, ahha, lmaooo, lolll, lollll, ahahaha, ahhaha, lml, lmfaooo
• : beautifull, gawgeous, gorgeous, perfff, georgous, gorgous, hottt, goregous, cuteeee, beautifullll, georgeous, baeeeee, hotttt, babeee, sexyyyy, perffff, hawttt
• : #keepitup, #fingerscrossed, aswell, haha, #impressed, #yourock, lol, #greatjob, bud, #goodjob, awesome, good, #muchlove, #proudofyou, job, #goodluck

Instagram also found that the rise in emoji popularity also correlates directly with the decline of internet slang:

So whereas 10 years ago we may have abbreviated “that made me laugh” to“LOL”, now in 2016, we’re effectively replacing full sentences with emoji to convey the same meaning.

Emoji as a way to complement words

Communication is very visual and when it comes to text-based communication,“we’re babies,” explains Tyler Schnoebelen, a linguistics Ph.D. from Stanford, to NY Magazine.

Schnoebelen also points out that we’re only now learning to write at the speed of talking (e.g. text or instant messages) without any physical contextual clues. He explains:

If you are talking to someone face-to-face, you don’t need an additional word or symbol to express “I’m smiling” because you would, presumably, be smiling.

In the 1950’s, psychologist Albert Mehrabian, determined that only 7 percent of communication is verbal (what we say), while 38 percent is vocal (how we say it)and 55 percent is nonverbal (what we do and how we look while we’re saying it).

Here’s a great visual representation of this by Rob Tatman:

Therefore, when we’re not communicating face-to-face, the vast majority of our communication skills are negated.

Emojis have become a way to convey the tone and non-verbal context behind our texts, IMs or tweets and work amazingly alongside snippets of text as a way to give more context to a message.

Take the below tweet, for example, the use of the ‘Face with Tears of Joy’ gives some key contextual clues to the text, indicating that the tweeter was laughing as they typed:

3 more ways social media has evolved the way we communicate

1. Acronyms & abbreviations

As the Internet and mobile communication has grown, so has the collection ofacronyms and abbrevations we use on a daily basis.

My first experience of communicating in this way was through SMS when I’d use abbreviations like “spk l8r” to save valuable characters in my messages.

Though, in some cases, emojis have replaced some acronyms and abbreviations, they are still very prominent in social media and have made irreversible impacts on the way we communicate.

2. Hashtags

Since they were first introduced on Twitter, hashtags – clickable keywords used to categorize content –  have become increasingly important to the way we communicate – both online and offline.

Hashtags were intended to be, and are still used as, ways to follow conversations about a topic. For example, to keep up with news about my favorite football team I check #itfc.

Hashtags have also grown into a way to express our feelings and emotions. For example, ending a tweet about going on holiday with “#NoMoreCold”, could imply excitement about heading for warmer shores.

Lauren Schuhmacher explains in a Huffington Post blog post:

“What we’re gaining from hashtagging is a new way to communicate ideas, more concise than ever. We can share, with one funny little symbol, a host of ideas that are merely tangential to our original thought, but that somehow manage to clarify or add to it.”

3. Neologisms

“Social media is making it easier than ever to contribute to the evolution of language. You no longer have to be published through traditional avenues to bring word trends to the attention of the masses,” wrote Jon Reed on the Oxford Dictionaries blog.

One of the most prominent examples of this is the word “Selfie.” The earliest use of the word was traced back to a forum post in 2002 and it wasn’t until a decade later when the word became extremely popular and even found it’s way into the dictionary.

What you can see from the below graphic, though, is its meteoric rise in popularity throughout 2013:

With Twitter, Facebook, Snapchat and other social media channels offering instant interaction with far-reaching audiences, it’s never been easier for words to spread and embed themselves within our day-to-day vocabulary.

Katherine Connor Martin, head of U.S. Dictionaries at Oxford University Pressexplained to Esquire:

It’s an amazing thing for lexicographers in this day and age, with things like Twitter—such unredacted, unedited speech—to see [words gaining in notoriety] in real time, as it offers a written record of what was once just oral slang. Slang is often very transient, first appearing in subcultures, and then tends to be proliferated online.”

What this means for marketers: 4 ways to better communicate with your customers

It feels clear that language and the way we all communicate have greatly evolved since social media hit the mainstream.

What may not be so clear is how you can use this knowledge to get the edge over your competitors. Here are the top things businesses should consider:

1. Make brand interactions and engagement simple

If the rise of social media, emoji and abbreviations teaches us anything, it’s that we are looking for more effective ways to communicate with each other, faster. The brands that win are the ones that will deliver amazingly simple customer experiences.

For an great example of this, check out how Uber and Facebook Messenger have simplified the experience of getting somewhere:

Another example is Domino’s emoji pizza delivery. Once customers have registered an ‘Easy Order’ account with Domino’s – including details of their pizza preferences – simply tweeting a pizza emoji will result in a delivery.

2. Make communication easy to follow

A big part of social media success is making your brand or campaign story easy to follow. This is something Taco Bell had great success with during their campaign

Nearly 33,000 people signed a virtual petition created by Taco Bell, pushing for a taco emoji to be created. When their request was accepted they celebrated with the #TacoEmojiEngine.

If you tweeted @TacoBell the taco emoji + any other emoji you’d then be surprised with one of 600 unique taco inspired photos, gifs or sounds.

The campaign was extremely fun, but what really made it stand out to me was how they’d brought a group of taco enthusiasts together and told the story in an easy-to-follow way across social media and their website.

3. Test, test, test

Emoji and many neologisms have hit the mainstream and are becoming increasingly ingrained in popular culture. However, marketing and brand communications using emojis and newer words, phrases and abbreviations may not be for everyone.

We’re in the midst of a major shift and there’s likely to be some audiences that have embraced newer forms of communication, and will respond positively to them, and there are other audiences that aren’t quite there yet.

It could be good to start small, and test an approach that may work for your brand.

4. Tap into emotion in brand messages

Studies have shown that brands that can connect with their buyers on an emotional level will see 2 times more impact than those who are still trying to sell business or functional value.

Try to think how the language you use and communication you send out can help build emotional connections.

It could be important to remember how emoji can help convey the tone and non-verbal context behind the copy you use in any adverts or social media posts.

Over to you

Have you noticed social media changing the way you communicate? Have you tried any marketing campaigns using emoji? I’d love to hear your thoughts and experiences.

Excited to join you in the comments! 

Source

Read More

11 Unbreakable Laws Of Social Media Marketing

We all know how it is, you get your hands on a social media position, or you start to run some serious social media for your business, and pretty soon it’s all going very wrong. You don’t know what you’re doing, and you’re making mistakes all over the place.

You need direction. You need some rules.

In this post, we look at the eleven unbreakable laws of social media. They are unbreakable because if you break them, well, some bad things happen. At the very least you may be looking at a wasteland on social media. At worst, you could be looking at a brand that is disliked.

Law One: Think before you post

Sounds like common sense? Well, it is. But you’d be surprised how many companies send out content on social media without considering the impact first of all. Whether it’s making an unfortunate comment about a competitor or losing your rag and going full on rage in a tweet, you need to always consider the impact of what you post.

Take a second just before you press ‘send’ or post’ every time. Read it through. Is it conveying the right message about your brand? Is it truthful? Is it going to hurt anyone?

Those are three pretty good test questions, we think.

Here’s more advice on things to do before you post a new piece of content.

Law Two: Always remember that real people are involved

This is a crucial one because it pretty much defines everything you do on social media. Remember that it is called social media and this all makes sense.

Every time you do anything on social media, remember that there are people involved somewhere. We talked about the impact in the first law. This law is about ensuring that you work hard to build and maintain relationships.

This means your branding has to be front of mind. If you are directly interacting with or at least broadcasting to customers and prospects, everything you do is part of the relationship building process. How are you acknowledging this in the way you write, post and share?

We’re not just talking about companies insulting their audience, that’s too easy. We’re also talking about how you build up a base of loyal people who actively look for your latest update. When you’ve achieved that, you’re starting to build relationships.

The upshot here? Make every post and update count towards the relationship you are trying to build.

Law Three: Listen and then listen some more

No company gets anywhere on social media unless it listens to what is being said online. Listen to what people are saying about you and act accordingly, obviously, but take that listening one step further and focus on what is being said about your industry.

The more you listen to industry news and opinion the more informed you will be.

It makes you a more professional outfit. When you’re selling, you can confidently say you know what is happening in your industry. It’s pretty safe to say not all of your competitors do this

Law Four: Be in the right place

This is important. Find out which channels your audience is on and don’t veer off the path.

Don’t be on Pinterest if you don’t sell to women. And don’t even go near Snapchat unless your demographic is under 18 (and pretty cool with it).

Be on the right channel so your efforts are not wasted. By not being on the right channel, you’re not just breaking one of our laws, you’re leaving yourself open to saturation and dilution.

Here’s our guide on choosing the right social media platform for your business.

Law Five: Don’t follow people you shouldn’t

We’re not talking creepy stuff here. We’re just acknowledging that it is easy to connect with people who have absolutely nothing to do with your industry or niche because it means you simply get more followers, right?

But when you’re trying to market to the audience (and possibly spending money doing so) you’re potentially wasting time and resources. And when you get an embarrassing tweet in your stream from someone who has nothing to do with your true audience, it just looks bad.

Keep it relevant. Keep it targeted. You might get less followers but your followership will be of a higher quality and you will see the results in a higher engagement rate.

Law Six: Create great content

This is something that is incredibly hard to do unless you have a solid plan. Creating great content means ensuring that the post you put out there has some thought behind it and taps into what your audience wants to see.

Create exciting, visual content by all means, and share it too. But the moment you do anything mediocre, people will start to wonder why you are at the party.

If necessary, post less frequently. In our study on posting frequency we’ve seen that posting less frequently can give a boost to the organic reach of your posts.

Just ensure you have quality at the heart of everything you do.

Law Seven: Be active

The most successful companies in social media share a lot. They know that people want to see good content, but the also know that every time someone shares their content, it helps spread it even further. Getting the word out means that your marketing is working. The more you share the better.

Share the relevant and quality content that you find, because that is just good manners. But also, now and then, share a blog post you wrote or an infographic you have designed. It all works out for the better because people will share it much further than you could imagine.

Identify when your audience is online. Optimise your posting schedule and publish new content on times of the day when majority of your audience is online. Here’s more advice on improving the engagement rate of your content.

Law Eight: Take it easy. Please

Head on over to Twitter now and chances are that you’ll find at least one person who is spamming you and/or creating an undying steam of worthless content that just keeps flashing up in front of your eyes. These people are annoying and they don’t understand rule number eight.

Social media takes time. Take it easy and stop updating like a maniac. Build relationships, but only do so when it looks like the other person would like to talk to you. This will mark you out as someone special in the horde, and will allow you to build ethical relationships in future.

Take your time, observe everyone’s behaviour, and then introduce yourself.

Law Nine: Interact and respond

If someone reaches out to you, and they don’t appear to be anything like scary or weird, then respond. It’s important that there is that reciprocity.

Check them out, if they look like someone you need to know, start a real conversation with them. Businesses have been built using this law.

Most companies ignore the messages they get and that is a social media failure.

Law Ten: Listen to the influencers

ILook for people in your industry who are influencers, disruptive people who are changing the way people think about what you do. Then listen to what they’re saying on social media. Take note, and follow their conversations. They know what they are talking about.

When you finally really get to know their flow and style, and subject matter on social, reach out. You may be surprised at what happens when an influencer enjoys your product so much so he or she shares it with their large and loyal audience.

Law Eleven (bonus law): Be consistent

One of the biggest reasons why people stop following others or start ignoring them at least on social is the ‘burst’ effect. This is where a business comes up with hundreds of tweets and posts and spends a few days sending them out there. After that the company goes quiet and ignores their own social media profiles.

When a business loses sight of Law Eight (check back in this post if you have to) and disappears, it looks really, really bad. Remember the last time you found out that a business just didn’t do what it said it would? Not good, right? Are you still doing business with them? We didn’t think so.

So there are ten (plus one) unbreakable laws of social media. Integrate this new understanding into your working life and you’ll soon start to see a return on your social media investment

Above all, let common sense prevail. A lot of what is outlined above in this post is just good old intelligent thinking.

Source

Read More

How to Create Facebook Ads: A Step-by-Step Guide to Advertising on Facebook

When setting up a paid Facebook ad, there are a lot of boxes to be checked. 

Are you targeting the right people? Are your image dimensions to scale? Are you running the right type of ad? If we're being honest, it can get a little confusing. 

With more than 1.4 billion people using Facebook and over 900 million visits every day, Facebook offers up a unique opportunity for marketers to augment their organic efforts. Trouble is, with both an investment of time and money on the line, there's not much room for oversight.

To help, we've put together a checklist to help you keep all of your campaign details straight. It will help ensure that you're tapping into the right audience with the right ad at the right time.

What are you waiting for? Get to checkin'.

The Ultimate Checklist for Creating & Optimizing Facebook Ads

Facebook offers a wide variety of paid ad options and placements, but all ads can be broken down into three elements: 

1. Campaigns. The campaign houses all of your assets.
2. Ad sets. If you're targeting separate audiences with different characteristics, you'll need an individual ad set for each.
3. Ads. Your actual ads live within your ad sets. Each ad set can hold a variety of ads that vary in color, copy, images, etc.

With that terminology out of the way, let's dive in to creating an ad.

  Determine the most appropriate editor.

Facebook offers users two different tools for creating a paid ad: the Ads Manager and thePower Editor. When deciding which one is the best fit for you, you'll want to consider both your company size and the number of ads you plan to run at once. 

While the Ads Manager best suits most companies, the Power Editor serves as a tool for larger advertisers who are looking for more precise control over a variety of campaigns. For the sake of this article, we're going to detail how to create an ad using the Ads Manager. (For more on how to create an ad using the Power Editor, check out this step-by-step article from Kissmetrics.)

  Choose an objective.

Facebook's Ads Manager, like many social media advertising networks, is designed with your campaign objective in mind. Before getting started, Ads Manager will prompt you to choose an objective for your campaign:

There are 10 different objectives to choose from. The list includes everything from sending people to your website to getting installs of your app to raising attendance at your event. 

By choosing one of these objectives, you're giving Facebook a better idea of what you'd like to do so they can present you with the best-suited ad options. Facebook's ad options include:

• Page Post Engagements
• Page Likes
• Click to Website
• Website Conversions
• App Installs
• App Engagement
• Event Responses
• Offer Claims
• Video Views
• Local Awareness

Let's say, for sake of this post, that you're looking to drive more traffic to your website. When you select this option, Facebook will prompt you to enter the URL you're looking to promote. If you're using marketing automation software, be sure to create a unique tracking URL with UTM parameters for this to ensure that you'll be able to keep track of traffic and conversions from this ad. For HubSpot customers, this can be done using the Tracking URL Builder. 

Once selected, Facebook will then display the ad option that makes the most sense in terms of achieving this objective. 

  Choose your audience.

If you're just starting out with paid advertising on Facebook, it's likely that you'll have to experiment with several different targeting options until you reach an audience that fits just right. 

To help you narrow your focus, Facebook's targeting criteria are accompanied by an audience definition gauge. This tool -- located to the right of the audience targeting fields -- takes all of your selected properties into consideration in order to come up with a potential reach number. 

If you're wavering between choosing a specific audience over a broad one, consider your objective. If you're looking to drive traffic, you'll probably want to focus on the type of people you know will be interested in your offering. However, if you're looking to build brand awareness or promote a widely appealing offer, feel free to focus on a more general audience. 

Facebook's built-in targeting is vast, including options such as:

• Location
• Age
• Gender
• Languages
• Relationship
• Education
• Work
• Financial
• Home
• Ethnic Affinity
• Generation
• Parents
• Politics (U.S. only)
• Life Events
• Interests
• Behaviors
• Connections

You also have the option to select a Custom Audience -- this allows you to target people on Facebook who are in your company's contact database, visited a page on your website that has a tracking pixel, or use your app or game. To learn more about how to set up an Custom Audience on Facebook, check out these instructions. (And for more on the specifics of these criteria, visit this Facebook targeting resource.)

Once you find a group that responds well to your ads, Facebook allows you to save these audiences to be used again later -- so you may not need to dive into this step once you've been running Facebook ads for a while.

  Set your budget.

Facebook offers advertisers the option to set either a daily budget or a lifetime budget. Here's how they differ from one another:

• Daily budget. If you want your ad set to run continuously throughout the day, this is the option you'll want to go for. Using a daily budget means that Facebook will pace your spending per day. Keep in mind that the minimum daily budget for an ad set is $1.00 USD and must be at least 2X your CPC.
• Lifetime budget. If you're looking to run your ad for a specified length of time, select lifetime budget. This means that Facebook will pace your spend over the time period you set for the ad to run. 

To further specify your budgeting, turn to the advanced options. This section allows you to specify a few things:

Schedule

Choose whether or not your want your campaign to run immediately and continuously or if you want to customize the start and end dates. You can also set parameters so that your ads only run during specific hours and days of the week.

Optimization & Pricing

Choose whether or not you want to bid for your objective, clicks, or impressions. (This will alter how your ad is displayed and paid for.) By doing so, you'll pay for your ad to be shown to people within your target audience that are more likely to complete your desired action, but Facebook will control what your maximum bid is.

If you don't want Facebook to set optimal bids for you, you'll want to opt for manual bidding. This option awards you full control over how much you're willing to pay per action completed. However, Facebook will provide a suggested bid based on other advertisers' behavior to give you a sense of what you should shoot for. 

Delivery

Delivery type falls under two categories: standard and accelerated. Standard delivery will show your ads throughout the day, while accelerated delivery helps you reach an audience quickly for time-sensitive ads (Note: this option requires manual bid pricing).

  Create your ad.

What do you want your ad to look like? It all depends on your original objective. 

If you're looking to increase the number of clicks to your website, Facebook's Ad Manager will suggest the Click to Website ad options. Makes sense, right?

This ad option is broken down into two formats: Links and Carousels. Essentially, this means that you can either display a single image ad (Links) or a multi-image ad (Carousel) with three to five scrolling images at no additional cost.

A Links ad will be displayed like this:

A Carousel ad will be displayed like this:

 

Once you decide between the two, you'll need to upload your creative assets. It's important to note that for each type of ad, Facebook requires users to adhere to certain design criteria.

For single image ads, they ask that users adhere to the following considerations:

• Text: 90 characters
• Link Title: 25 characters
• Image ratio: 1.91:1
• Image size: 1200 pixels x 627 pixels. (Use a minimum image width of 600 pixels for ads appearing in News Feed.)

For multi-image ads -- also known as Carousel Ads -- Facebook provides the following design recommendations: 

• Recommended image size: 600 x 600 pixels
• Image ratio: 1:1
• Text: 90 characters
• Headline: 40 characters
• Link description: 20 characters
• Your image may not include more than 20% text. See how much text is on your image.

Keep in mind that these are the ad options for the "send people to your website" objective.

If you selected "boost your posts," you'd be presented with different ad options like the Page Post Engagement: Photo ad. This ad has a unique set of design recommendations. To explore all of the ad options and their design specifics, refer to this resource.

Once you select an ad type, the Ads Manager will prompt you to identify how you'd like to display your ad. The options they provide are as follows: Desktop News Feed, Mobile News Feed, and Desktop Right Column.

Here's how each ad would appear:

Desktop News Feed

Mobile News Feed

Desktop Right Column

Be aware if your ad isn't associated with a Facebook page, you'll only be able to run Desktop Right Column ads. To leverage all three display locations, you can learn how to create a Facebook Page here.

  Report on the performance.

Once your ads are running, you'll want to keep an eye on how they're doing. To see their results, you'll want to look in two places: the Facebook Ad Manager and your marketing software.

Facebook's Ad Manager

Facebook's Ad Manager is a sophisticated dashboard that provides users with an overview of all their campaigns.

Upfront, the dashboard highlights an estimate of how much you're spending each day. The dashboard is organized by columns, which makes it easy to filter through your ads so you can create a custom view of your results. Key numbers like reach, frequency, and cost are readily available, making reporting on performance a no brainer. 

According to Facebook, here are some of the key metrics to look for (and their definitions):

• Performance. Can be customized further to include metrics like results, reach, frequency and impressions
• Engagement. Can be customized further to include metrics like Page likes, Page engagement and post engagement
• Videos. Can be customized further to include metrics like video views and avg. % of video viewed
• Website. Can be customized further to include metrics like website actions (all), checkouts, payment details, purchases and adds to cart
• Apps. Can be further customized to include metrics like app installs, app engagement, credit spends, mobile app actions and cost per app engagement
• Events. Can be further customized to include metrics like event responses and cost per event response
• Clicks. Can be further customized to include metrics like clicks, unique clicks, CTR (click-through rate) and CPC (cost per click)
• Settings. Can be further customized to include metrics like start date, end date, ad set name, ad ID, delivery, bid and objective

Your Marketing Software

While there are certainly a lot of details to keep straight when planning a paid Facebook ad, it's important that you don't lose sight of the big picture. Reporting on clicks and conversions from Facebook is important, however, if you're using URLs with specific UTM codes, you have an opportunity to measure your ads' full-funnel effectiveness using your marketing software. 

Tracking URLs will help your marketing software keep track of how many leads, or better yet, how many customers you've gained from your advertising efforts. This information is useful in determining the ROI of this source, and can also be used to inform your targeting strategy.

If you're a HubSpot customer, you can create unique tracking codes for your Facebook campaign by navigating to the Tracking URL Builder on the Reports Home page. All you'll need to do is plug in the URL, attach a campaign, and choose the source you want the URL to be attributed to in your Sources Report. Once your ad launches and you start getting traffic and conversions on your website, you'll be able to easily track how many visits, contacts, and customers you're generating.

Source

Read More