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Are Facebook's Metrics Corrections Reason for Concern?

Posted on 11.15.2016

If you are spending any money on Facebook ads, you should be very, very concerned at this point.

Over the past few months, the social network has revealed that many of its metrics have been overstated.

Several months ago, for example, advertisers learned that the "average duration of videos viewed" was miscalculated. The misreporting, it turns out, extends well beyond that metric alone and it could be very bad news for those advertisers and marketers that have based their ad investment on the data that Facebook provided.

What other data was misreported?

Apparently, the social network indicated this week that the organic reach metric was overstated, and so too were the metrics related to time spent with instant articles, referrals for analytics for apps, and follower counts on interest lists.

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Facebook is obviously focusing its efforts on this as it does not want to jeopardize its relationship with the digital advertising community and has indicated that it will be increasing third-party verification opportunities, building more measurement solutions with its clients and will be communicating more regularly about updates it makes.

The question is whether it all will be enough for advertisers to keep trusting Facebook and the social media channel in general.


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