Yesterday, Omniture announced a set of of tracking tools for custom Facebook applications. This is good news for integrated marketers (and those of us who work with them) for two reasons:
1. Creating one-off metrics for Facebook Apps is expensive. We’ve done some kind of custom measurement for nearly every app we’ve built- and while these new tags likely won’t cover everything, they should provide a good head start.
2. This (potentially) puts Facebook metrics on the same dashboard as other web marketing results. Especially given how many of today’s Facebook programs are part of an integrated campaign, this promises to overcome a key hurdle in the budgeting and ROI analysis for engagement apps.
We’re working with these new tags for a current client, and will report back how it goes…
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