Facebook measures ads’ level of social engagement

Facebook has launched a set of metrics that measure social engagement for paid ads.

Ads served to users on Facebook can also include whether any of their friends have connections with the brand. For example, an ad for Nike may include a sentence showing how many of a user’s friends ’like’ Nike on Facebook.

The metrics aim to help marketers understand what proportion of ads delivered include this social information.

Facebook claims ads that have a social context are more effective, saying users are more likely to click on an ad if their friends have already done so.

Research by Nielsen found that 68% of people are more likely to remember an ad and twice as likely to remember what it said if a friend had interacted with it first (nma.co.uk 21 April 2010).

Within the Facebook Ads Manager system, a new column headed ’Social %’ will show 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).

In a blog post, Facebook said, “Just like offline friend recommendations, social endorsements make your ads more personally appealing and relevant, which can dramatically improve your ad’s performance.”

This story first appeared on newmediaage.co.uk

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here