Facebook Adds "Social Context" Metrics to Its Performance Advertising Analytics

Facebook has updated its performance advertising system to provide metrics on the influence of social-context on ad performance. Ad managers will now be able to see the number of impressions, clicks, and click through rate of ads with social context, as well as what percentage of an ad’s total impressions which included social context.

Social context, for context, is what Facebook calls the endorsements listed beneath ads which say “John Smith, Jane Doe and 2 other friends like [Facebook Page, group, event, or application].”

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