1. A method comprising: maintaining, by a social networking system, a user account for each of a plurality of users of the social networking system; generating a node in the social networking system corresponding to web content external to the social networking system, the node associated with a user of the social networking system associated with the web content external to the social networking system; tracking user actions related to the node associated with the web content external to the social networking system; generating analytics corresponding to the tracked user actions; and providing the analytics to the user of the social networking system associated with the web content external to the social networking system.