Facebook strives for transparency with metrics fixes
The social network has been slammed for inflating marketers’ video views and for not stemming the spread of fake news. Will this move help turn the tide?
The social network recently announced in a blog post that it would be fixing problems with advertising metrics, including those related to Facebook ad reach, live-streaming video and “Like” and “Share” buttons.
The first change comes in giving marketers a more accurate estimate of the number of users they could reach through Facebook ads.
Facebook wrote:
We’re improving our methodology for sampling and extrapolating potential audience sizes. This will help to provide a more accurate estimate for a given target audience and to better account for audiences across multiple platforms (Facebook, Instagram and Audience Network). In most cases, advertisers should expect to see less than a 10% change (increase or decrease) in the audience sizes shown in the tool.
Calling all executive communications directors and VPs: Join us at Facebook HQ for the Facebook Leadership Communications Summit!
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