Facebook launches range of new global advertising metrics
Facebook has launched a range of new global advertising metrics, in order to understand the value of social context on the site.
Social context is the sentence in the ad that shows which friends have ‘liked’ or engaged with the Facebook Page, event or application that the ad features.
One of the metrics being introducted by Facebook is a new column in its Ad Manager section, called “Social %”, which shows the percentage of advertising impressions delivered with social endorsements.
A social endorsement is defined as “a sentence in an ad that includes information about the viewer’s friend(s) who have already engaged with the advertised Facebook Page, event, application, or directly with ad”.
As well as this, three other new columns will appear in Ads Manager:
- Social impressions: ad impressions that include social endorsements
- Social clicks: clicks on ads that originated from an ad with social endorsements
- Social CTR: social clicks divided by social impressions.
In a statement today, Facebook claimed the new suite of metrics will provide advertisers “with the data you need to make more informed decisions about connecting with your customers and advocates”.