Selecting whisper codes to present with offers

A method comprising:

• receiving from an advertiser at a social networking system an offer for redemption at a merchant establishment associated with the advertiser;
• receiving a set of rules for selecting a whisper code from a plurality of whisper codes to be presented with the offer, the rules determining the whisper code to be presented based on a source of the offer to a viewing user;
• receiving, from a plurality of users of the social networking system, a plurality of actions with digital content that includes the offer;
• determining, based on the actions, a content item for display to a viewing user of the social networking system, the content item containing the offer;
• determining a source of the content item that contains the offer, the source determined from the action on which the content item is based;
• selecting, by a computer processor, a first whisper code from the plurality of whisper codes, the selecting based on applying the set of rules to the determined source of the content item;
• generating a page of content including the content item that contains the offer and the selected first whisper code in connection with the content item;
• sending the page of content for display to the viewing user;
• receiving information regarding redemption of the offer at the merchant establishment by the viewing user of the social networking system, the received information comprising the selected whisper code associated with the redemption;
• and
• computing one or metrics based on the received information regarding the redemption.

A method comprising:

• receiving from an advertiser at a social networking system an offer for redemption at a merchant establishment associated with the advertiser;
• receiving a first set of rules selecting a whisper code from a plurality of whisper codes to be presented with the offer, the first set of rules determining the whisper code to be presented based on a source of the offer to a viewing user;
• receiving a second set of rules for modifying the offer based on the whisper code;
• receiving, from a plurality of users of the social networking system, a plurality of actions with digital content that includes the offer;
• determining, based on the actions, a first content item for display to a first viewing user of the social networking system and a second content item for display to a second viewing user, the first content item and the second content item containing the offer;
• determining a first source of the first content item that contains the offer and a second source of the second content item that contains to offer, the first source determined from the action on which the first content item is based and the second source determined from the action on which the second content item is based;
• selecting, by a computer processor, a first whisper code and a second whisper code from the plurality of whisper codes, the selecting based on applying the first set of rules to the first source of the first content item and the second source of the second content item;
• generating a first page of content including the content item that contains the offer and the first whisper code in connection with the first content item;
• sending the first page of content to the first viewing user;
• modifying the offer based on the second whisper code, wherein the second whisper code is different from the first whisper code based on the second source being different from the first source;
• generating a page of content including the second content item that contains the modified offer and the second whisper code in connection with the second content item;
• and
• sending the second page of content to the second viewing user.