Facebook has drastically changed how people interact on web and how they consume information. Currently Facebook has over 200 million users and more than 70% of their users engage with one or more of the 52,000+ Facebook Apps. Marketers are now building interactive Facebook applications to reach out to and engage new customers. With that comes challenge of measuring and tracking the effectiveness of Facebook Applications.
On May 28, 2009, Omniture announced App Measurement for Facebook, enabling marketers to track and measure their Facebook apps within the SiteCatalyst reporting interface.
Implementation
Once you have downloaded the App Measurement for Facebook tag, you will find that the tag is similar to SiteCatalyst JS tag.
A common request of online marketers is to better understand and target social users with the right message. Many would be interested in reporting on app users’ information like “Network,” “Gender,” “City,”, “# of Friends,” “Interests,” etc. This information can be easily reported with the help of Facebook APIs and populating the API call value into SiteCatalyst variable tags.
Once you have figured out the metrics you want to measure, now simply just populate those in SiteCatalyst variables (eVars and sProps) and paste the code into app pages. Yes, it is that simple.
Key Answers every Facebook App Developer is looking for:
SiteCatalyst helps online marketers uncover key questions like: How is the app performing, what is the adoption rate of the app, how viral is the app, which user segments are adopting the most, what kind of social activity app users are performing, how many app invites users have sent to their friends, what kind of content app users interact most with, and how is the app impacting web events like conversions.
Adoption Rate and Social Activity: Online marketers can segment users by number of friends they have and categorize these segments by the social activity performed to better understand adoption rate.
App virality: Measure the number of users who have invited their friends to add an app enables marketers to understand how viral the app is amongst users.
App Content being engaged: Understand the features that Facebook app users are spending the most time with and identify potential improvements for these sections of the app.
Conversion/Web events: Understand how Facebook app users are converting, enabling online marketers to improve conversions.
Full documentation on the App Measurement for Facebook code is available within SiteCatalyst by going to Help > Help Home, then selecting Supporting Docs > Manuals from the left navigation menu.
Omniture SiteCatalyst is leading the way in innovation with social media measurement and you may be surprised with the marketing channels you can now measure with SiteCatalyst. Find out more by talking to your Omniture account manager or Client Care agent.
Find me on twitter: @vishalchordia
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