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.