Analytics in a Platform World

There was a lot of buzz in the tech world yesterday about comScore’s announcement of a widget tracking service called “Widget Metrix”. Basically, comScore is now able to tell advertisers and publishers how much distribution widgets are getting in terms of unique viewers.

This is valuable data. But basic widget analytics don’t offer adequate insight to understand what’s happening inside Facebook right now. Because it is such a new paradigm of application use, the Facebook Platform offers new challenges for measuring engagement for advertisers, publishers, and investors.

Some new questions raised by Facebook Platform applications are:

  • How valuable is a Facebook widget view (in Facebook, profiles/widgets can only usually be viewed by friends and network members) vs. a blog or MySpace widget view (where profiles/widgets can usually be viewed by anyone)?
  • How valuable is Facebook canvas real estate vs. Facebook profile real estate? vs MySpace profile real estate? vs real estate on your own website?
  • How much attention are users giving to applications vs. Facebook? What is the value of a Facebook member who has “added” your application vs. the value of a registered user on your own website?

I believe that ultimately these answers will vary greatly by application. Applications that are highly engaging for users and that offer significant new value to friends should be valued differently than applications with similar reach but significantly weaker engagement patterns. I suspect it will be a while before analytics services will be able to offer this level of insight within the Facebook Platform.


Facebook Marketing

Mediabistro Event

Facebook Marketing

Starting January 13, work with the group marketing manager of social media at Microsoft/BingAds to grow your business on Facebook! In this course, you’ll learn how to set up your company page, understand Facebook best practices, and execute a monthly content strategy. Register now!


Leave a Reply

3 Responses to “Analytics in a Platform World”

  1. Andy Hill says:

    Analytics are what will make a lot of developers use the approach of embedding your application in an IFRAME instead of using FBML.

    Embedding web analytics packages like Google Analytics would be easy with an iframe, and impossible with the FBML approach.

  2. Justin Smith says:

    Good point Andy. I’m interested to see if Facebook will provide any analytics tools to application creators to accommodate for the imposed limitations of FBML.

  3. Inside Facebook » VC Perspectives on Facebook Platform: Lightspeed's Jeremy Liew says:

    [...] self, but about the Platform and its implications for venture funded consumer Internet businesses. Is a Facebook app the same as a website or a widget? Is a Facebook user the same as a regular user? Will Facebook threaten application [...]

Get the latest news in your inbox
interested in advertising with inside facebook?

Social Media Jobs
of the Day

Assistant Editor

8 Inc.
New York, NY

Copywriter & Editor

Santa Monica, CA

Director of Marketing & Communications

Neumans' Kitchen
New York, NY

Social Community Manager

Tallahassee, FL

Editorial Director

Phoenix House
New York, NY

Featured Company

Join leading companies like this one and recruit from the nation's top media job seekers on the Mediabistro Job Board. Every job post comes with our satisfaction guarantee. Learn More

Our Sponsors

Mediabistro A division of Prometheus Global Media home | site map | advertising/sponsorships | careers | contact us | help courses | browse jobs | freelancers | content | member benefits | reprints & permissions terms of use | privacy policy Copyright © 2014 Mediabistro Inc. call (212) 389-2000 or email us