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BizReport : Advertising : September 13, 2010

Facebook adds 'social context' ad metrics

Facebook advertisers are being given more insight into the effectiveness of their campaigns. The social network has introduced new metrics focusing on the "social context" of ads - that little snippet of text that shows which friends have "Liked" the page, event or application linked with an ad.

by Helen Leggatt

facebook logo.gifThe new metrics means advertisers can now ascertain the influence that social context, or social endorsement, has on ad performance.

Located within the Facebook Ads Manager system is a new column headed "Social %". This gives metrics based on four measurements: social impressions (ad impressions that include social endorsements), social clicks (number of clicks on ads that had social endorsements), social percent (percentage of total ad impressions with social endorsement) and social click-through rate (social clicks divided by social impressions).

"The new metrics could further confirm a Nielsen study which showed that these recommendations improve ad recall by 10%, awareness by 4%, and purchase intent by 2% over the same ad without social context," says Inside Facebook's Josh Constine. "If the study's result are proven, advertisers may expand their use of social context ads by increasing targeting of users who have friends who Like the ad's destination."

Tags: advertising, metrics, social context, social marketing, social network

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