Omniture has created a new tool designed to measure the success of Facebook applications. Dubbed App Measurement for Facebook, it utilizes the reporting capabilities of the company's online analytics solution SiteCatalyst.
With App Measurement for Facebook, marketers can view users by how many members they have, see which parts of the app are most popular, monitor video sharing, and observe which users invited their friends to the app.
Check out more screenshots of the tool at Omniture's Flickr stream.
Facebook apps are an increasingly popular way for companies to leverage social media in their online marketing campaigns.
"With more than 200 million active users, marketers are intrigued by the potential of Facebook to help them connect with consumers in personalized and meaningful ways," said Brett Error, CTO and executive vice president, products at Omniture.
But unlike SEO and SEM, social media has been notoriously difficult to measure. App Measurement for Facebook attempts to fill this void.
"The relatively young phenomenon of social media has forced marketers to rely on experimentation to tap into that potential," said Error. "The App Measurement for Facebook solution will deliver actionable insight concerning Facebook applications and help marketers develop data-driven social media marketing strategies that support and positively affect efforts across other online channels."
The tool is now available for SiteCatalyst customers and is part of the Omniture Online Marketing Suite.