Course Curriculum

Python for Social Media Analytics

9sections
37lectures
2h 3mtotal

What you’ll learn

  • Use Python for social media analytics

  • Acquire business knowledge and digital marketing skills

  • Solve real-world challenges

  • Boost digital marketing skills and understanding

01

Course Introduction

2 lectures • 5min

  • Welcome

    Learn to transform millions of data points from Facebook into actionable marketing insights by combining data science with social media marketing, using Python for Facebook analytics to drive campaigns.

    3:32

  • Why is this the right time to learn Python for social media analytics?

    Learn to analyze Facebook campaigns with Python, explore the marketing funnel, audience types, and metrics to evaluate campaign performance.

    1:17
02

Introduction to Social Media Marketing

2 lectures • 6min

  • Intro to social media marketing

    Explore social media analytics for paid ads, covering KPIs like conversion rates, cost per click, and ROAS, and learn to use Facebook ads manager with Python to analyze a campaign.

    1:52

  • The marketing funnel

    Explore how the marketing funnel moves customers from awareness to action, using brand awareness, testimonials, and buy now calls to action, with ongoing engagement to convert interest into purchases.

    3:57
03

Social Media Marketing Terminology

5 lectures • 11min

  • What is a marketing campaign?

    Explore how the Facebook ads manager structures a marketing campaign into campaigns, ad sets, and ads, with awareness, consideration, and conversion objectives guiding key metrics and optimization.

    4:24

  • What are ad sets?

    Explore how a campaign splits into ad sets with assets targeting distinct audiences, using placements on Facebook and Instagram, while budget optimization allocates the overall budget to maximize conversions.

    1:41

  • What is an ad?

    Learn how Facebook campaigns end at the individual ad, with text, creative, headlines, and CTAs, and how AB testing compares video and image ads within ad sets.

    1:00

  • Core, custom, and lookalike audiences

    Explore core, custom, and lookalike audiences on Facebook, from demographics and interests targeting to custom audiences built from email lists, and lookalikes that match your existing users for scalable marketing.

    1:55

  • Facebook pixel

    Explore how the Facebook pixel tracks user actions on your site, identifies visitors, and enables targeted ads with custom and lookalike audiences who initiated checkout but didn't complete.

    1:56
04

Social Media Marketing Metrics

10 lectures • 13min

  • Intro to social media marketing metrics

    Analyze social media campaigns using key metrics and KPIs to measure sales, reach, and engagement on Facebook, and derive data-driven insights to optimize future marketing strategies.

    0:47

  • Reach & impressions

    Explore reach and impressions as top-funnel metrics on Facebook, counting unique users and ad exposures to gauge audience size, campaign visibility, and potential ad fatigue.

    1:30

  • CTR

    Learn how the click-through rate (ctr) measures ad engagement by comparing clicks to impressions on Facebook ads, and how to optimize creative and targeting for better performance.

    1:11

  • Link clicks

    Discover how link clicks represent the subset of total ad clicks that lead users to a destination, such as a website, when users click a call-to-action link.

    0:47

  • Conversion rate

    Conversions track the completion of desired actions in a marketing funnel; monitor drop-offs from slow mobile pages to unfriendly sign-up forms to boost conversions.

    2:09

  • CPM

    Assess ad value by tracking CPM, CPC, and PR to measure return on investment and avoid overspending. CPM indicates cost per thousand impressions, while targeting and campaign type influence it.

    2:11

  • CPC

    The CPC, or cost per link click, measures the cost of each ad click, and Facebook optimizes CPC in engagement campaigns, letting you compare headline or creative in AB tests.

    1:04

  • CPR

    Understand CPR, or cost per result, and its interchangeable terms, and see how spend per conversion determines cost per sale on Facebook, with optimization to reduce costs.

    1:01

  • ROAS

    Learn to calculate ROAS by dividing total ad revenue by ad spend, using 50,000/5,000 as an example; ROAS differs from ROI and may require a three-week assessment window.

    1:30

  • A message from the instructor

    Congratulations on mastering new terminology and metrics in this section. Keep practicing the calculations, and refer to the cheat sheet for formulas like CPM and CTR in the lesson resources.

    0:41
05

Intro to Facebook Ads Manager

1 lecture • 3min

  • Intro to Facebook Ads Manager

    Learn to navigate Facebook Ads Manager to create and manage campaigns, understand the interface and ad creation steps, and explore options to set up your own account or follow along.

    3:05
06

Creating a Facebook Campaign

3 lectures • 18min

  • Creating your first campaign on Ads Manager

    Learn to create your first Facebook ads manager campaign by selecting a traffic objective under consideration, naming the campaign, and configuring budget options before moving to an ad set.

    4:53

  • Creating an ad set

    Create an ad set for a campaign, define audience from all countries, females aged 18–34 interested in fitness, maximize landing page views, and configure daily or lifetime budgets.

    6:08

  • Creating an ad

    Create and optimize Facebook ads by configuring an ad, ad set, and multiple ads with distinct content, headlines, and creatives; preview placements, track events, and compare performance to maximize ROI.

    6:34
07

Analyzing a Facebook Campaign with Python - Overall Campaign Performance

4 lectures • 12min

  • Examining the dataset

    Examine a social media analytics dataset in a Jupyter notebook using pandas to load, preview, and summarize ad set metrics from a May 2022 conversion campaign with a purchase objective.

    2:29

  • Facebook campaign summary

    Analyze Facebook campaign performance by summing reach, impressions, link clicks, landing page views, and results to reveal funnel bottlenecks; highlight 450k reach, 1.1m impressions, 83 conversions, and €4,000 spent.

    4:01

  • Calculating the CPM

    Calculate CPM, the cost per thousand impressions, by dividing total spend by impressions and multiplying by 1000, yielding €6.55 for this campaign.

    2:15

  • Calculating the CPR

    Calculate CPR, the cost per result, by dividing total spent by total results, removing zero-result rows to avoid infinity; the average CPR is €63.8.

    3:06
08

Analyzing a Facebook Campaign with Python - Ad Set Overview

4 lectures • 21min

  • Ad set overview

    Explore how the 365 data science team's ad sets use a consistent naming convention to analyze assets by audience segments and Facebook placements with the same purchase objective.

    0:55

  • Warm, hot, and cold ad sets

    Learn to categorize ad sets as hot, warm, or cold based on familiarity, analyze metrics with pandas to compare reach, impressions, click-through rate, conversions, and cost per result across categories.

    8:07

  • LAL vs Detailed ad sets - Part 1

    Explore how to categorize ad sets into lookalike and detailed audiences, compute their performance averages, and visualize differences using pandas, seaborn, and matplotlib.

    10:34

  • LAL vs Detailed ad sets - Part 2

    Compare lookalike audiences with detailed targeting, noting similar clickthrough rates but higher conversions and cost per acquisition for detailed targeting in conversion campaigns, while lookalikes boost reach for brand awareness.

    1:44
09

Analyzing a Facebook Campaign with Python - Detailed Ad Set Analysis

6 lectures • 35min

  • Analyzing Hot ad sets - Part 1

    Analyze hot ad sets to optimize top of funnel performance by filtering dataframes to hot assets and visualizing reach, impressions, and CPM with seaborn and matplotlib bar charts.

    6:12

  • Analyzing Hot ad sets - Part 2

    Compare hot assets using CPM and reach, then assess engagement and mid and bottom-funnel metrics to guide budget reallocation for higher conversions.

    6:34

  • Analyzing warm ad sets

    Analyze warm wall assets to compare reach and impressions; video ads show higher engagement and more link clicks but a 75% drop-off to landing pages, reducing conversions.

    5:29

  • Analyzing cold ad sets - Part 1

    Compare cold ad sets by asset type to contrast lookalike and detailed targeting, using bar charts of top funnel metrics to reveal performance and cost efficiency.

    8:09

  • Analyzing cold ad sets - Part 2

    Analyze ad set performance by comparing reach, impressions, and CPM across look-alike and detailed targeting assets, identifying cost-effective strategies and engagement drivers.

    5:13

  • Analyzing Cold ad sets - Part 3

    Analyze conversions and cost per result of ad assets, compare lookalike and detailed targeting assets, and assess spend by the 365 data science team to identify cost-efficient reallocations.

    3:06