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Sams Teach Yourself Facebook by Bud E. Smith

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Lesson 14. Tracking the Performance of Your Facebook Presence

In this lesson, you learn why tracking your Facebook presence is important. This includes how Facebook can provide you with accurate demographic information, how to use the Page Overview in Insights, and how to use the detail pages for Users and Interactions.

Understanding Why Tracking Is Important

In the previous lesson, I referred to the famous quote by John Wanamaker about knowing that half his advertising money was being wasted. (He just didn’t know which half.) Tracking is the answer to that infamous conundrum of advertising. Within Facebook, you actually have the opportunity to know, with good precision, whether your advertising is paying off—and to quickly stop running the ads ...

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