Webtrends Adds Facebook Features

Traffic analysis pioneer Webtrends has enhanced its Webtrends Analytics package with new measurement capabilities for tracking the activities that happen 'inside' Facebook.

The firm says Facebook's 400 million users mean marketers are clamoring to invest in advertisements, custom applications, contests and more on the social media phenomenon.

Webtrends Analytics 9 now offers users data on how their tabs, apps, and share features are working, including Twitter activity driving to Facebook Fan pages; Facebook Fan page activity overlaid with corporate blog posts; conversion performance where this takes place in Facebook; custom applications; and Facebook ad click performance. In addition, the upgrade means that marketers can now view their Facebook measurement alongside other digital marketing investments such as web sites, microsites, blogs and mobile apps.

The new package also collects data on custom tabs, a task made difficult by the need to comply with Facebook's Terms of Service and its commitment to user privacy. The company has created a prototype Facebook campaign called The Great Data Giveaway to showcase the new capabilities.

'The ability to have concrete measurement on investments within Facebook and compare them apples to apples with other digital channels is critical to marketers' according to Jascha Kaykas-Wolff, VP of Marketing at Webtrends and a contributor on web traffic measurement for MRT (www.mrweb.com/mrt/web09nov.htm ). 'Our comprehensive approach to measuring Facebook, beyond just applications, allows marketers to understand the broader picture of how their Facebook investment is performing.'

The product will continue to evolve in the near future: 'To meet their needs and keep up with the rate of change in this space, we have a series of capabilities we're adding to Webtrends Analytics that will be released in the near term and ongoing basis' adds Kaykas-Wolff.

Founded in 1993, the company is online at www.webtrends.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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