Facebook Admits to More False Metrics
Facebook has inaccurately reported some of its engagement metrics to publishers, the company admitted Thursday.
"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."
In other words, Facebook reported figures that inflated the number of users a Facebook page that a organically reached. Facebook also admitted to errors in the way video ads were counted, in Instant Article time-spent counts, and in referrals via apps.
This isn’t the first time Facebook has had to make a mea culpa about metrics. Back in September, the company admitted that it was overestimating its “average duration viewed” metric by 60 to 80 percent.