Facebook found new errors in their metrics
Facebook continues to identify violations in their metrics. At the end of last week, the company announced that several indicators display incorrect data. In particular, we are talking about the number of reactions to Live broadcasts and user engagement in interactions with links to third-party resources.
None of these metrics do not directly affect the costs of advertisers and publishers. However, these indicators were used to evaluate the effectiveness of content and advertising.
We will remind, in September it became known that the company is 60-80% overstated a key measure for advertisers – the average duration of watching movies.
In November, Facebook announced several changes which will affect the measurement of advertising effectiveness in social networks and user behavior. Among them are the updating of metrics, the permission to use third-party services to measure the effectiveness of advertising, the interface of the reports and others.