Abstract: An ad publishing system measures the effectiveness of an advertisement by determining whether recipients of the advertisement recall receiving it. This measurement is accomplished by polling a subset of the recipients of the advertisement as to whether they recall receiving, viewing, or otherwise being exposed to the advertisement. The market segment characteristics of the recipients and the subset of recipients are accounted for to improve the relevance of the polling responses. Market segment characteristics are determined using information describing recipients such as demographic information, psychographic information, or other information identifying likes, dislikes, interests, consuming habits, personal connections, group affiliations, internet browsing history, and other similar information. The responses to the recall poll can be used to calculate an effectiveness score of the advertisement as a function of market segment, advertisement publisher platform, or other variables.

Abstract: A social networking system generates metrics for one or more groups of users defined by various social signals. A group of users may be defined by the users' observed actions in a social networking system and/or the connections between the users' and other social networking system users. Data for the group of users may be compared against data for a control group to generate metrics for the group of users.