Outside of the fan pages, using Facebook applications allow you to capture a lot of important metrics. Building a Facebook application is like building a Web site: You need to define the strategy, brainstorm the concept, and then, with the help of a designer and a developer, actually build it before submitting the application for approval so that it can appear in its directory and be made available to all users. If you’ve built a Facebook application and have it running on your fan page or on the profile pages of Facebook users, you can capture data about the number of users who have:
- Added your application tab
- Added your application profile box to their profiles
- Added your application information section
- Bookmarked your application
- Subscribed to your application e-mails
You can also capture a variety of metrics for user activity involving your Facebook applications. These include the number of:
- Active users during the past 7 days
- Active users during the past 30 days
- Canvas page views. (The canvas page is the main page for your application.)
- Unique canvas page viewers And then, if you’re more technically minded, here are some more technical metrics:
- Number of API (application programming interface) calls made.
- Number of unique users on whose behalf your application made API calls.
- Average HTTP request time for canvas pages.
- Average FBML (Facebook Mark-up Language) render time for canvas pages.