Facebook Doubles Down on Social Actions

Facebook has long insisted that its ad products mimic how its 500 million users act on the site. Now, the company is emphasizing that point by introducing a new ad measurement based on social actions.
 
Advertisers will be able to see the performance of ads that include references to users’ friends. A new tab in the Facebook Ads Manager carries ads with social actions’ click-through rates, total clicks and impressions.
 
Facebook is banking on the data showing that users are far more likely to interact with ads that carry social actions than those without.