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].” Advertisers can access social-context metrics in their Ad Manager’s Reports section.


The new metrics could further confirm a Nielsen study which showed that these recommendations improve ad recall by 10%, awareness by 4%, and purchase intent by 2% over the same ad without social context. If the study’s result are proven, advertisers may expand their use of social context ads by increasing targeting of users who have friends who Like the ad’s destination.

However, it is currently unclear if and when this data will be included in the Ads API. Combining social-context with ads API tool advanced targeting parameters such as friend count could create very high performance ads. For instance, only targeting users with 500-plus friends and who have friends who Like the ad’s destination would frequently create impressions showing multiple friends in the social context.

Additionally, it might be useful if Facebook let advertisers break social context metrics down by how many friends were listed in the recommendation. Data showing how crossing the threshold from listing one or two names to “…and x other friends” impacts performance could be valuable, but it isn’t available in the current social-context metrics.

Over the coming weeks we’ll watch to see how these new metrics are used to optimize ad performance.

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12 Responses to “Facebook Adds “Social Context” Metrics to Its Performance Advertising Analytics”

  1. Nick O'Neill says:

    Hey Josh,

    I’m working on a post for this for tomorrow, however I thought you should know that Facebook doesn’t currently offer anybody a parameter for “friend count” as you describe in your post. While that would be pretty awesome, it’s not a feature which is currently available.

    Best,
    Nick

  2. Nana Gilbert-Baffoe says:

    Hi Josh,

    from an advertiser’s perspective, I wanted to add that social endorsements also boost ad CTR. I posted about my findings on my blog, I’m seeing a 40%+ increase in my CTR for ads with social endorsements.

    With findings like this, it makes sense for advertisers to figure out ways to boost the number of social endorsements on their ads, because the payoff is quite impressive.

    The direct link to my post is: http://bit.ly/9VDYqe
    -
    Nana

  3. Josh Constine says:

    @Nick: Advanced Ads API tool targeting parameters allow advertisers to segment and view data on audiences based on friend count, but friend count is not currently part of the API for purchasing ads.

  4. spanky says:

    Thanks facebook for giving us social clicks. This essentially makes you look good, and makes you more money. How about helping out the advertiser by providing social conversions, so we can calculate the social CPA, and realize it hurts us?..

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    [...] Facebook‘as reklamos statistikoje prideda naują grafą „Social Context“, kuris rodo, kiek jūsų reklama buvo „sociali“, kai vartotojams buvo rodoma „Algis, Petras, Marytė ir dar 2 draugai mėgsta tai“. [...]

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    [...] har nylig lansert “sosial kontekst” som en ny måleenhet i sitt analyseverktøy for Facebook annonsering. [...]

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    [...] Context in Facebook Inside Facebook covers the the addition of Social Context to Facebook’s ad platform metrics. This feels like a [...]

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    [...] tracks new "Likes" to Facebook pages, for example, remains. And, if you haven't seen it, the sexy "social context" data displayed to advertisers is one more compelling reason to advertise through Facebook. It [...]

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