Webtrends released Real Analytics for facebook, which is actually a new features inside Analytics 9. This feature lets you take comprehensive measurements of your company’s campaign marketing, Facebook applications usage and social media marketing as a whole, in order to track the impact of your Facebook marketing strategies.
Now you can measure and compare you Facebook investments against other digital marketing channels.
Until now, one can only use Facebook’s own Analytics tool called Insight, but then, it didn’t provide the right comprehensive and fully detailed tool, which marketers expected and needed. As an integrated tool in the already one of the best SaaS Web Analytics solution these days, you get all the current functionality which exists in Analytics 9. As for now, Analytics 9 is the most detailed and sophisticated Facebook analytics tools available.
Being able to dive into each social network in order to track campaign performance. Therefore, really being able to get an insight view of your campaign efforts, really allows you to optimize, enhance and maximize leads and ROI.
The are many brands who rely on Facebook as a key social marketing channel. With over 400 million Facebook users around the world, which spend around a hour per day browsing the site, connecting with friends, using Facebook applications, participate in contest, you can clearly see why marketers are so overwhelmed with its power and marketing possibilities.
Not so long after Webtrends released it Facebook tracking new feature (integrated within Analytics 9), competitors Coremetrics and Omniture (Adobe company), presented their Facebook tracking solution.
On May 28, 2009, Omniture announced a new Facebook analytics apps. Omniture allows measuring Facebook media within its own solution called Omniture SiteCatalyst. Furthermore, You will be able to track you Facebook app and pages usage and effectiveness. When you figure out the metrics you want to keep track of, all you need to do is to use SiteCatalyst eVars and sProps in your app pages to effectively measure its effectiveness and behavior.
Being able to understand who visited you app and built a segmentation of users who opted to user your app, you can really understand its effectiveness. Omniture Facebook analytics, also allows you to how many app invites has been sent to friends and compare different apps interactions one against the other. The key features on App measurement for Facebook by Omniture are: Adoption Rate and Social Activity, App virality, App Content being engaged, Conversion/Web events, as appear on Omniture’s App measurement for Facebook page on the developer connection section.
On March 2, 2010, Coremetrics announced ROI measurements capabilities for Facebook. It seems that the competition is very stiff, and right after that Webtrends first released their Facebook analytics solution, both Coremetrics and Omniture announced their Facebook integration solution for their Analytics platforms. The new feature is fully integrated into Coremetrics optimization platform.
Coremetrics is a leader with their SaaS marketing optimization products, and we didn’t expect them to stay behind. With the new Facebook measurement tools, customers of Coremterics will be able to get an insight look of visits to their Facebook fan pages, measure effectiveness of marketing campaigns and campaigns’ ROI, and also exposure to Facebook ads. Furthermore, this tool will gives the clients a way to measure usage of their own Facebook applications. Using this tool, client of Coremetrics will be able to get demographic information and further work with available metrics, in order to build segmentation and measure its effectiveness.
Working with social media analytics solutions and having an access to click-through and view-through activities within Facebook, really expands the data flow to the web analytics system, allowing to collect valuable data that was never available before. Coremetrics customers can also take advantage of Facebook API in order to get user profiles’ information, and import the data straight to Coremetrics Impression Attribution™ platform or in Coremetrics Continuous Optimization platform™.
All of this information is available to you now and in Real-time. We probably see more integrated marketing optimization solutions for other social networks in the near future. If you are just starting out with those new measuring tools, every website (Omniture, Coremetrics and Webtrends) has information and tutorials on how to measure Facebook ROI with their own platforms. It is definitely a great news for Internet marketers, especially for companies who are advertising in Facebook and building marketing targeted applications for Facebook.