Facebook provides more insights about referral traffic for mobile apps

By Brittany Darwell Comment

Facebook added a mobile referrals dashboard so developers can track and analyze traffic from mobile devices, the company announced in a blog post Friday.

Developers can now view mobile app clicks by day, device and source. The insights also provide mobile referral data by age, gender, language and country. This real-time information can help developers understand their audience and how Facebook’s mobile platform is or isn’t helping them get distribution for their apps. The device and demographic data is also likely to help developers’ marketing efforts and allow them make more informed decisions about the direction of their product.

Facebook recently added game stories in News Feed as a way for users to discover apps on their mobile devices. Developers can now see the distribution of referral traffic from the mobile feed, versus mobile search, bookmarks, notifications and Timeline. This might allow developers to better understand Facebook’s mobile platform and decide which discovery channels to emphasize. It might also highlight areas that Facebook needs to improve in order to provide enough value to mobile developers.

The new insights are available for all apps that integrate Facebook, including native iOS and web applications. They can be accessed from the “Mobile” tab underneath “Traffic” in the app insights dashboard.