What corrections to Facebook metrics mean for you
12/14/2016 | Author: Editorial Staff
If you advertise with Facebook or even use a business page to promote your services, recent revelations about the social media platform’s metrics and reporting likely affect you. The company initially acknowledged that a video-advertising metric was being overestimated, but additional reporting bugs, discrepancies, and errors have since come to light.
What that means for your business is advertising campaigns that have finished or page insights you’ve viewed or downloaded in the past may now report different figures. Here are the metrics where issues have been discovered and fixed so far:
- Average duration of video viewed
- Organic reach in Page Insights
- Video completions
- Time spent on Instant Articles
- Referrals on Analytics for Apps
- Streaming reaction counts
- Like, Share buttons and mobile search discrepancy
For organic reach in Page Insights, the total reach figure on the dashboard overview wasn’t excluding duplicate views from the same person in the selected time frame. Other metrics were similarly miscalculated or displayed discrepancies between totals or figures reported in different areas. Facebook has committed to continuing to improve its metrics and being more transparent about the process. Follow along on its Metrics FYI blog. In the meantime, if you’ve relied on previous reports from Facebook to help guide your marketing decisions, you should consider checking if those conclusions are still valid.
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