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The new offerings are geared toward marketers looking to better understand the performance of their Facebook media buys, adding custom reporting options for a more complete look at the analytics, effectiveness and customer engagement generated by campaigns.
Omniture's SiteCatalyst product has evolved in the past year to support Twitter analytics andFacebook application measurement, so the addition of Facebook ad measurement tools is the logical next step for the now Adobe-owned company.
Given that a majority of Facbook's projected revenue for 2010 comes from ad buys, we can certainly understand why both Omniture and Facebook would want to help marketers better analyze, optimize and spend more on their campaigns.