Facebook is adding two new Custom Audience creation options, with Dwell time and Link sharing added to the listing for some users.


First spotted byThe Next Webs Matt Navarra, the new options provide more ways to hone in your Facebook ads on likely more responsive groups.

With Dwell time, you can create a list of users who have spent time viewing your display adverts on Facebook or Instagram. This would enable you to re-target those users who(theoretically) looked at your ads but not taken any action.

I say theoretically, because there’s no way, for sure, to determine why a user has necessarily paused in their feed at that point, but if your ad is in view, and the user has taken a moment to likely read it, that may help improve your chances of conversion maybe theyre a little interested but just need that extra nudge, which re-targeting them with, say, a discount offer, for example, might just provide.

Meanwhile, Link sharing will enable you to focus on users whove actively engaged with your content. Well, more than engaged theyve felt compelled enough to share your material for some reason, which likely suggests that they have some level of trust in your brand. This could come in particularly handy for event marketing in specific regions, focusing ads on link sharers in the vicinity could help boost response.

These are the latest additions to Facebooks ever-expanding Custom Audience options, giving you more ways to hone in your ads to improve response. Back in July, Facebook addedInstagram re-targetingto their Custom Audience list for comparison, heres the list as it was (for most users) at that stage compared to this latest screenshot.

As you can see, the options are growing which makes sense, Facebook has access to such a wide range of data points, and the better they can utilize them, the more ad spend they can attract. B

And while political interference and manipulation is a major concern, the insights being revealed show just how effective Facebook ads can be in varying capacity. Combine that with re-targeting which canincrease conversion potential by some 70%– and its clear that Facebooks enhanced ad options and data tools can deliver significant results.

Custom Audiences play a big part in this used well, they can drive improved performance. Worth staying aware of the latest updates, and testing out their effectiveness in your process.




Google Analytics is a very important digital marketing tool, but seriously underused by most businesses in South Africa. It allows you to measure the results of individual campaigns in real-time, compare the data to previous periods, and so much more. Here are some of the reasons that you should be using Google Analytics to measure the success of your website.

Here is a list of the important data that Google Analytics will give you:

  • Where your visitors are coming from – very important if you’re targeting a specific audience.
  • How your visitors found your website – this is very important for determining which of your efforts are paying off. It shows if visitors found your site directly, through a referral from another website (ex: Twitter, Facebook), or from search engines.
  • Web browsers used by your visitors – knowing which web browsers your visitors use allows you to know which browsers you should be focusing on.
  • What keywords were used by visitors in the search engines to get to your website – this is very crucial for SEO. Knowing which keywords people are searching for to get to your site determines if you are on the right track.






Analytics shows you data from all channels that are directing traffic to your website, including:

  • Organic Search (SEO)
  • Paid Search (PPC)
  • Social Media
  • Referrals (Backlinks)
  • Direct Traffic

Being able to monitor all the platforms allows you to review what is working well in terms of advertising, and what isnt. Having all the data in one place makes it easy to compare the different channels. If you are currently putting money into your SEO, PPC, or Social Media Marketing, you can monitor your ROI.

Google Analytics has a number of features that allows you to review how well users are interacting with your website and content. These metrics monitor different aspects of the customer journey, showing how the customer has interacted.

Bounce rate The percentage of visitors that navigate away from your website without interaction, after viewing only one page.
Pages/Session The average number of pages each visitor has viewed (this does not include those that have bounced).
Average Session Duration The average amount of time spent on the website by each visitor (again, this does not include those that have bounced).

You can also view these stats against individual pages, giving you a better idea as to what pages are performing well, and which may need optimizing to improve the user experience.

If you have more questions about Google analytics, don’t hesitate to contact us and one of our marketing technologist will be in touch