# Advanced Analytics: Position, Velocity, and Acceleration

Topics
Measurement
Strategy
Expert

Illuminate the data by turning the lifetime total likes into a line chart, like so:

This is your position. This tells you where you were and where you are right now.Next, insert a new column, and in the new column, select the second cell. In that cell, put in the formula (new - old) / old:

Drag down the column until it's auto-filled, then chart it:

Suddenly I can see a lot more. I can see that the rate of change really stepped up a couple of months into this timeframe, and for the most part the pace of change has been steady, the velocity has been steady. If my goal was to have access to a greater audience on Facebook, then whatever I'm doing is clearly starting to work.Do the same process again to find the acceleration; insert a new column, and in the new column, select the second cell. In that cell, put in the formula (new - old) / old:

Drag down the column and chart it, too:

What does this tell me? This tells me how hard I was stepping on the gas at various points throughout the year. There are clearly points where the pedal hit the metal and growth really took off, and there are periods where I kept a steady pressure on the gas pedal and didn't need to accelerate. There were even a couple of points where I took my foot off the gas pedal and slowed down.This tells you two things: first, it tells you when you stepped on the gas. If you meant to, if it was intentional, then you can see whether it worked or not.Second, it tells you just how hard you CAN step on the gas. If you're coming up on the end of the month, quarter, or year and you haven't grown your audience (in this example) to hit the goal you've set, you know whether that goal is achievable or not based on how hard you can accelerate. It's analogous to knowing whether your car can beat the traffic light by knowing how fast you can go from 30 MPH to 60 MPH.This process of developing an understanding of position, velocity, and acceleration can illuminate any series of metrics, from press hits to website traffic to lead generation and beyond. Use it whenever you need to know more than just what your position is!

## What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

#### Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

#### How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

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