A number of sites and applications, including Pinterest, Foodspotting and Rockmelt, experienced significant increases in referral traffic and activity in the month since launching Timeline apps, according to a blog post by Facebook.
The latest metrics reveal that Open Graph integrations can help companies bring users to their own properties. In the past, developers and marketers often felt forced to build applications within Facebook tabs or canvas environments, sacrificing traffic to their existing sites. Facebook seems to be making a point of letting these stakeholders know that Open Graph is not about bringing the entire web onto Facebook, but integrating Facebook across the web and mobile and letting more companies reap the benefits.
According to the blog post, the number of Facebook users visiting virtual pinboard site Pinterest every day increased by more than 60 percent since they integrated with Timeline in January. Fashion photo app Pose has seen more than five times the amount of daily web sign-ups. Recipe site Foodily had a 4x increase in new users. Foodspotting, a food finding and sharing app, has seen three times the number of visits and activities shared.
Shopping site and mobile app Fab.com had a 50 percent increase in traffic from Facebook. Social web browser Rockmelt gained 20 percent more traffic and new users to the site since adding Open Graph functionality to its social reading app. Art discovery site Artfinder experienced a 60 percent increase in time spent on the site by new visitors from Facebook.
The social network says it has approved hundreds of Open Graph actions since opening up the platform last month. Lexus, Vogue Paris, Votizen, Identified, Boxee, MetaCafe and Shopkick are a few of the companies that most recently launched Timeline apps. See our overview of apps from Facebook’s launch partners here.