Analyzing a Facebook Game Widget to track visitors, level of interaction, and the resultant website performance

The Client

World’s leading interactive entertainment software company

The client develops, publishes, and distributes interactive software worldwide for video game systems, personal computers, wireless devices, and the internet. The client has several country-specific websites that provide previews of upcoming games, documentations, news, updates, game patches, FAQs, forums, etc. Its games are played online by millions of enthusiasts all over the world.

The Project

To analyze the performance of the client’s Facebook game widget

Widgets are portable and sharable mini-applications that can be placed on a website, a desktop, or a mobile device. To build higher visibility and reputation, the client built a Facebook widget to promote one of its games. The widget consisted of three small games. The visitors could play those games and challenge their friends as well.

Tracking the visitors and knowing how they spent time on the widget was integral to the game’s success. The client wanted to know more about the performance of the widget, the number of visitors that were generated through it, and the correlation of the widget’s performance with the main website traffic. The client wanted to measure the most popular links on the widget, and know how the visitors traversed across the game.

The Solution

We successfully monitored when, where, and for how long visitors engaged on the widget

• Clicks report – This report offered insights into how many visitors viewed the widget, clicked on it (click through rate), and the number of unique and repeat visitors.
• Interaction report – This report gave details about the time visitors spent viewing and interacting with the widget (average interaction time), and the percentage of views where the actual interaction occurred.
• Geographic report – This report showed the details by continent, country, state, and region based on where the widget viewers were located.

The Result

The data was duly recorded and utilized for enhancing player experience and generating awareness about the game

Nabler’s web analytics statistics showed that the client’s widget was one of the more popular features of the game. It reached hundreds of thousands of page views in two weeks. Thousands of users became ‘fans’ of this application within a month. The main website saw a huge hike in traffic within a month. The average time spent by the users on the widget grew as the game became popular. The analysis also helped the client gain insights into the most liked features of the widget. The main goals of deploying the widget, i.e., building an audience, increasing traffic, and generating online transactions were successfully achieved.

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