Watchtower: Pandemic Labs’ Homegrown Take On Facebook Analytics

By David Cohen 

Social media agency Pandemic Labs created its own take on Facebook analytics from scratch, resulting in Watchtower, a comprehensive tool that allows page administrators to analyze their pages, as well as those of their competitors.

Pandemic Labs Co-Founder and Creative Director Matt Peters said in an interview with AllFacebook that Watchtower was originally built as an internal tool “so we could do a better job as an agency,” and the tool monitors more than 26,000 leading Facebook pages, with some 65 million posts and 73 billion interactions recorded. He added:

The focus of all of the other tools is on reporting. Watchtower is fundamentally a way to tell you what to change in order to do better. We are attempting right now internally to find a better word than analytics.

When Peters mentioned “a way to tell you what to change in order to do better,” he was referring to one of Watchtower’s most prominent features, its recommendation engine, which uses proprietary algorithms that factor in page histories, competitors’ page histories, and industry’s page histories to help page admins determine what types of content to post, and at what times of day.

Pandemic Labs created a sample group for AllFacebook, with Nissan as the theoretical user, and five other automakers included in a “supergroup” — Volkswagen, Toyota, Mazda, BMW, and Honda.

The main dashboard for Watchtower provides a quick peek at metrics including total posts, fan count, interactions, likes, comments, shares, and engagement rate. The recommendation engine’s suggestions appear at the bottom, in this case advising Nissan to post more on Sunday, less on Monday, more around 4 p.m., and less around 9 p.m., and to post more albums and fewer individual photos. Users can access the same data for any of the companies included in their groups, and they can change the time interval to 30, 60, or 90 days, or set their own time period to examine.

The ranking screen compares all pages in users’ groups in terms of index score, average interactions per post, engagement rate, posts, fan count, interactions, likes, comments, and shares.

Watchtower’s history screen provides a visual look at many of the metrics mentioned above.

The timing screen allows users to see the times of day and days of the week when content was posted on their pages, and how they fared in terms of the engagement metrics mentioned above.

The content screen provides a similar overview to the timing screen, but in terms of types of content — status updates, links, videos, photos, albums, questions, and “other.”

The growth screen provides a visual look at pages’ changes in fan count and people talking about this.

And the industry screen allows users to access much of the same data mentioned above as it pertains to the entire industry, and not just their pages or groups of pages.