Facebook increases its analytic reach

It's important for any small business to measure its return-on-investment for marketing and advertising campaigns, since their budget usually limits their opportunities.

Facebook has responded to these needs with new features for its marketing solutions tool Page Insights, Search Engine Watch reports.

The "People Talking About This" metric, to be displayed beneath the "Likes" on every fan page, displays conversations about the brand's Page.

Mashable adds that the metric will measure user initiated activity related to a Page, such as posting to a Page's wall, 'liking,' commenting, sharing a Page post or content, answering a question, mentioning a Page, 'liking' a deal or checking in at the place of business.

David Baser, Facebook product manager for Page Insights, told ClickZ that he expects the new feature to help brands stay competitive with eachother.

"Over time, marketers and consumers will have expectations (on what that number should look like for brands)," he told the news source. "A brand's business objective will help define what the appropriate level is for their page."

Further Page Insight additions include a Friends of Fans metric and Platinum Ads to promote page posts.