MUMBAI: Facebook has introduced new analytics tool for marketers including a new metric to track conversations surrounding a brand or business.

The company has also launched a new expanded ad format.

The ???People Talking About This??? will show on brand pages below Likes and count the number of people who have participated by Liking, leaving a Wall post, commenting, photo-tagging or answering a question posted to a Facebook page.

The company’s announcement said, "This will help marketers and Page owners understand how to make their content more engaging and shareable, which increases the reach of their messages on Facebook. It will also help users get a sense for what Pages are relevant, engaging and interesting to them when discovering and connecting to Pages on Facebook."
The updated Insights dashboard for marketers will also show the number of friends of fans of a page, and a page?s weekly total reach -- and the changes as compared to the prior week.

 The social networking site has also started a page, Insights API, for the analytics developer community.
Besides, Facebook added a new premium ad unit combining page posts with any related social activities undertaken by friends.

According to Facebook, social context makes advertising more effective -- leading to a 68 per cent rise in people recalling an ad. Moreover, people are twice as likely to recall the ad and four times as likely to spend.