Facebook Has Found More Mistakes In Its Advertising Metrics

Posted by HardOCP News 10:58 AM (CST)

Wednesday November 16, 2016

Remember back in September when Facebook announced that it had grossly overestimated how long people watched video ads? Well, fast forward to today and the social network says that it has found more mistakes in metrics reported to advertisers.

We've uncovered a bug in Page Insights. On one of our Pages dashboards, one summary number showing 7-day or 28-day organic page reach was miscalculated as a simple sum of daily reach instead of de-duplicating repeat visitors over those periods (see red circle in screenshot below). However, the vast majority of reach data in the Page Insights dashboard (marked green in screenshots below) was unaffected, including all the graphs, daily and historical reach, per-post reach, exported and API reach data, and all data on the Reach tab. The de-duplicated 7-day summary in the overview dashboard will be 33% lower on average and 28-day will be 55% lower; data in other fields is unaffected. This bug has been live since May; we will be fixing this in the next few weeks. It does not affect paid reach.