Analytics solution now gives even broader view of total online marketing strategy by including major social network.
Social media measurement is one of the holy grails of web analytics. Webtrends is donning its Indiana Jones hat by integrating a new Facebook measurement feature into their analytics solution. Here's what it measures:
- Custom applications, Facebook page tabs, and Facebook ad click performance
- Facebook Fan page activity overlaid with corporate blog posts
- Twitter activity driving to Facebook Fan pages
- Conversion performance if it happens in Facebook
"The ability to have concrete measurement on investments within Facebook and compare them apples to apples with other digital channels is critical to marketers," said Jascha Kaykas-Wolff, vice president of marketing, Webtrends.
"Our comprehensive approach to measuring Facebook, beyond just applications, allows marketers to understand the broader picture of how their Facebook investment is performing," said Kaykos-Wolff.
With this new feature, Webtrends clients will be able to see their Facebook analytical data right along with website analytics. This creates a comprehensive dashboard to get a big picture of a multi-faceted online marketing approach.
It's where web analytics has been headed for awhile. And it's a reminder that the lines of search and social continue to overlap and blur. If you're not engaged in Facebook, let Webtrends announcement be a reminder to get engaged with that audience sooner rather than later.