Soon after Facebook migrated Pages to use iframes (instead of FBML), we updated our analytics tracking for promotions to leverage the newly available enhanced flexibility that came with iframes. So while this functionality has been available for some time already, I do think the value it provides is significant enough that it bears highlighting. In a nutshell, all the tracking capabilities that Wildfire offers around promotion visits and entries are fully available in the context of a Facebook Tab, just like they have been for other channels like Facebook Canvas, Microsite, etc.
Of particular note is that referral sources are also fully functional on Tabs, which is great for marketers who want to drive users to a promotion within a Tab. Basically, a promotion running inside a Facebook Tab can serve as the landing page and Wildfire will track user activity on the promotion against any new or existing referral source. What this really means is that marketers can perform advanced segmentation, ad optimization, A/B testing, etc. while retaining strong brand visibility because end consumers are landing on the brand's Facebook Page directly.
Warning! This awesome feature is only available on our white label product!
How might a brand use this functionality? For instance, imagine you're spreading the word about a promotion through an email newsletter, and you'd like to A/B test the content of the email to see which layout and language drives the most participation. Not just in terms of clicks, though; most email marketing tools provide that already. What you might want to know ultimately is which version drove the most promotion entries. In this case, you could create one referral source (a Wildfire-provided URL) for each email, which users would click on to reach the promotion on your tab. Then, as users visit and engage with the promotion, you can analyze in real time which version is driving the most visits, the most entries, or even which version is most effective in terms of conversions (entry rate).
Similarly, if you run ad campaigns that drive traffic to a promotion, you can now send users to a Tab directly and still benefit from all the granular reporting that comes from using referral sources, allowing you to optimize for the best-converting ad creative while ensuring that users still see the promotion in the context you intended — within your Facebook Page.
So go ahead, take advantage of the power of referral sources on your current or next white-label campaign, and let us know your success stories.
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