Facebook says it is working with Omniture, a company that measures and analyzes Web traffic, to help businesses use the world's largest social network as a marketing channel.
Using Omniture's products, companies will be able to measure how effective their ads are on Facebook. They will also be able to buy Facebook ads using an Omniture tool for managing search engine marketing. And they will be able to compare how well their ad campaigns do on Facebook compared with other outlets.
Facebook and Omniture said Wednesday they are expanding their existing partnership that began last year.
Adobe Systems Inc. bought Omniture last fall for $1.8 billion.