EMarketer, which made its earlier prediction in February, now expects revenue to rise 36 per cent in 2012 and 31 per cent in 2013, compared to an 88 per cent gain last year.
Growth in advertising, which makes up the majority of Facebook's sales, will slow to 34 per cent in 2012 and 29 per cent in 2013, compared to more than 68 per cent last year, EMarketer said.
Facebook is grappling with questions from marketers about how well ads on its site are performing, said Debra Aho Williamson, an EMarketer analyst.
While Facebook says it is working with companies to show that the ads have an impact with its 955 million users, the social network must move more quickly, she said.
Sales "haven't been growing as fast as we and others had expected,- Williamson said. "There is still hesitation about the effectiveness of the advertising, about how much the advertising is worth.- Still, revenue growth is seen "stabilising- in 2013, she said.
Facebook is get help next year from newer initiatives, including ads tied to searches and the Facebook Exchange, which lets advertisers reach specific types of users on the site based on their browsing history.
New mobile-ad services also should make a bigger impact next year as well, she said. These services weren't a big part of the forecast for 2012 before the revision.
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