To get the most information out of your next widget-equipped rich media campaign, you should demand tracking information on not only how many users grabbed and embedded the widget, but also how many impressions or views occurred with the widget and the full information on user behavior with the widget after posting. This information should be segmented by each of the social networking sites, so that you can easily determine which user base is driving the best results for your widgets.

This kind of in-depth behavioral information can be leveraged to optimize future online ad efforts. For example, you can prioritize social networking sites to appear first in your widget option list, so that you are encouraging posting to those sites first. Or you can optimize the ad widget and experience toward a particular audience's profile and preferences. And remember, as you design the creative to show off your widget for download, the closer you put the "grabbing" functionality to the first interaction, the more embeds/downloads you will get. Always make it clear and easy.