Narrative: Facebook's Bad Metrics
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Facebook Discloses Another Metrics Mishap Affecting Publishers – WSJ (Dec 16, 2016)
The latest incident from Facebook relates to Comscore tracking of iPhone usage, and comes a week after Facebook’s last disclosure of errors. All this continues to pile pressure on Facebook to engage more outside auditors in order to regain confidence in its metrics.
via Facebook Discloses Another Metrics Mishap Affecting Publishers – WSJ
Facebook Says It Has Miscalculated Several More Engagement Metrics – Forbes (Dec 9, 2016)
This was the third time Facebook had to confess to misstating certain engagement metrics, with at least one bug still unresolved at the time of the announcement, and fixes for the rest coming a week or so later. In November, Facebook announced that it planned to create a measurement council to offer more third-party verification, but those plans aren’t concrete yet.
via Facebook Says It Has Miscalculated Several More Engagement Metrics
How Facebook’s measurement errors have eroded marketers’ trust – Marketing Land (Dec 7, 2016)
All of Facebook’s metrics-tracking mishaps have unsurprisingly made marketers and publishers increasingly wary of trusting its reporting, and in some cases those marketers are reconsidering the money they spend on Facebook. Until now, this just looked like a PR black eye for Facebook, but the potential financial impact is now becoming clearer. This is something Facebook will need to address in its next earnings report.
via How Facebook’s measurement errors have eroded marketers’ trust
ANA Pushes Facebook for Greater Measurement Transparency – WSJ (Sep 30, 2016)
Following Facebook’s first metrics mishap in September, the Association of National Advertisers issued the first call in what’s since become a steady drumbeat of requests for Facebook to open itself up to outside auditing of its metrics for advertisers and publishers.
via ANA Pushes Facebook for Greater Measurement Transparency – WSJ
Facebook Overestimated Key Video Metric for Two Years – WSJ (Sep 22, 2016)
This was the first of a number of stories in late 2016 relating to Facebook’s metrics for advertisers and publishers. At the time, it looked like an isolated incident, but it was bad enough to attract attention even so – Facebook vastly overestimated average viewing time for videos for two full years, and only disclosed this fact through an article on its Advertiser Help Center. Once the story broke, Facebook publicly apologized.
via Facebook Overestimated Key Video Metric for Two Years – WSJ