Dive Brief:
- Facebook has introduced Analytics for Apps to improve targeting of social-media marketing campaigns.
- The analytics platform offers a web dashboard marketers can use to view how well apps are delivering audience engagement and conversions.
- Facebook has launched a spate of mobile and cross-platform tools in recent months, including the Audience Network sales unit and Atlas tracking system.
Dive Insight:
Facebook continues to add to its marketing offerings with Analytics for Apps, a reporting platform that tracks engagement and conversions in mobile applications. Announced at its own tech conference, F8, Facebook officials showed how Analytics for Apps can be used to follow groups through the conversion funnel and use the resulting information to calibrate strategy.
Facebook ads direct lots of consumers to marketers’ mobile apps, and the new platform debuts alongside recent cross-platform advertising tools such as the Audience Network and Atlas. Facebook seems increasingly well-positioned to compete with Google Analytics and Yahoo with this new offering.