Facebook Analytics War Heats Up

The Facebook analytics war may have begun. Only a few days after WebTrends spurred excitement over its new Facebook tracking capabilities, competitors Omniture and Coremetrics have unveiled their own. It's welcome news to data junkies who have long complained that Facebook campaign measurement has been lacking.

The latest news is of Adobe-owned Omniture partnering with Facebook to enable marketers to buy and measure Facebook media through Omniture's search campaign management platform. The analytics firm also touted ad effectiveness reporting for Facebook Pages and apps; Omniture already offered Facebook app reporting. Additional features are expected as a result of the partnership, Omniture said.

Omniture competitor Webtrends announced last week new tools for measuring Facebook campaigns beyond applications. The company can now show Facebook interactions and their effect on other channels in one report.

Another player in the space, Coremetrics, yesterday announced its own new Facebook features for its platform. The company can track Facebook fan page visits, ad exposure, and app interactions - and compare them to subsequent interactions on advertiser Web sites.

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