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Coremetrics adds Facebook ROI measurement tool

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San Mateo, Calif.—Digital marketing optimization company Coremetrics has enhanced its campaign assessment solution, Coremetrics Impression Attribution, with a feature that analyzes marketing outcomes of Facebook activity.

The tool logs individual visits to Facebook fan pages, exposures to Facebook ads and interactions with Facebook applications, then links them to subsequent Web site visits, behaviors and conversions. The tool also tracks “view-through” activity, denoting users who visit Facebook and later arrive at a business’ Web site via a different channel.

Marketing automation companies increasingly are taking social media marketing seriously. Earlier this week, Web analytics company Webtrends introduced a Facebook measurement tool within its Webtrends Analytics solution that includes the ability to view Facebook data alongside information from other channels.

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