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Essential Facebook by Cappy Popp, John Maver

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14. Measuring Application Success

After spending all the effort to design and implement a stellar Facebook application, developers expect great success and acclamation from users. It can be disconcerting, therefore, when the application fails to attract or retain users. Without a mechanism in place to understand exactly what is causing the failure—difficult workflow, unappealing wording or imagery, or incorrect assumptions—an application is doomed to grow slowly or rely on luck to hit success. A/B testing, along with collecting the metrics to measure its effects, helps developers get their applications to spread on Facebook.

This chapter discusses A/B testing and tuning and goes over what metrics the built-in Facebook Insights and third-party ...

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