Omniture drills into Facebook applications

The App Measurement solution is designed to deliver better understanding of how members of the social networking site engage with games, quizzes and utilities such as Scramble, Are You A Potato? and Birthday Calendar.

App users can be segmented by age, gender, location and number of friends.

Georgios Kaperonis, business analytics and optimisation manager for UK broadcaster Channel 4, said: “The Omniture App Measurement for Facebook solution will effectively help us determine our Facebook application adoption and usage as well as understand the impact each application has on our web sites and online video properties.