Facebook Analytics Get Savvier, Deeper, "Full Circle"

Some Facebook trends and stats to pay attention to this week:

Nielsen's new “gross ratings points” system will launch with Facebook's help, as the traditional measurement firm seeks to expand its digital, cross-platform and social savvy. Nielsen Online Campaign Ratings was announced last September and will debut August 15th with Facebook as its first client, reports Mashable. Use of gross ratings points to measure online campaigns instead of traditional metrics like click-through rates or impressions lets marketers purchase online ads in a way similar to TV and print. More importantly, it provides fodder for convincing advertisers that social-media platforms like Facebook hold significant sway on brand’s campaigns. "Brands love word of mouth," commented Sean Bruich, head of the measurement research team at Facebook, to the Wall Street Journal, in something of an understatement. Find out more on Nielsen's blog post.

According to TBG Digital, Facebook's share of U.S. display ad revenue is projected to grow to 17.7% in 2011, up from a 12.2% share last year. The site's growing interest to advertisers helps explain why Facebook is partnering with comScore on its new measurement system, Social Essentials, which aims to enable brands to understand the size and composition of their social media fan base and the reach and frequency of brand impressions.Continue reading...