Webtrends Adds Flash Tracking To Facebook Analytics

Portland, OR. - March 11, 2010 – Webtrends, an enterprise customer intelligence company, today announced additional Facebook measurement capabilities allowing marketers to track Flash based applications and tabs inside Facebook for the first time.

Adobe Flash, a multimedia platform that is popular for adding animation and interactivity to web pages, is increasingly becoming the development platform of choice for large brands within Facebook.

Why does Flash Tracking Matter to Marketers? Apps vs. Tabs:

Facebook allows the use of a safe version of Flash on the custom tabs built inside a Facebook fan page. Marketers typically develop campaigns using Flash because it offers rich interactivity, but brands have only been using Flash in Facebook apps because of a lack of tracking on tabs.

While apps inside Facebook are great resources for marketers, tabs have much higher engagement rates because they do not require users to click the 'do you want to allow' permission box that appears for every app within Facebook.

"Facebook presents an active and participatory web community with growth and engagement marketers have never before seen," said Jascha Kaykas-Wolff, vice president marketing, Webtrends. "Understanding the Facebook ecosystem, how to market inside it, and ultimately how to measure it, is critical. Measuring Flash on custom tabs opens a whole new set of opportunities for Facebook marketing."

Webtrends Facebook Analytics

Webtrends' new Facebook Analytics capabilities utilize Webtrends Analytics 9, which combines our powerful real-time analytics engine with its best-in-class user interface. Tracking custom tabs, applications and sharing provides the most complete measurement of Facebook available in the market. Additionally, using Analytics 9's RSS overlay capabilities, marketers can easily see the impact of promotional efforts. For the first time, marketers can view Facebook Analytics alongside other digital marketing investments such as websites, microsites, blogs, mobile apps, and more.

Webtrends Facebook Analytics Webinar

Webtrends will host a webinar on leveraging Webtrends Analytics 9 for Facebook on April 7th, 2010 at 1:00 p.m. EDT / 10:00 a.m. PDT. For more information or to attend the webinar, please register here.

Source: Webtrends Inc.