Yes, really: Yet another Facebook metrics issue arises
December 19, 2016
This is getting a bit ridiculous, everyone can agree.
Once again, Facebook is apologizing for a metrics issue, this time related to its Instant Articles feature.
It’s yet more evidence that the social media giant needs to get its measurement on track or face risk of a backlash from advertisers, who are becoming more frustrated with this series of gaffes and wondering whether they can trust the site.
This time, Facebook disclosed in a blog posted Friday, publishers who posted in Instant Articles may have seen their reach undercounted. Users of iPhones weren’t being tracked properly from Sept. 20 to Nov. 30, according to measurement company comScore, which said iPads and Androids did not suffer the same issue.
“We have fixed the issue and are working with comScore to produce updated estimates for the relevant time periods for the small group of partners affected. We have reached out to affected publishers,” noted the Facebook blog.
Latest in a series
It’s the fourth time in the past three months that the social network has admitted to a metrics problem. While none, by itself, is all that significant, the net effect is to spark worries about Facebook’s measurement problems and make advertisers worry if they can trust what the social network tells them.
Even more, it makes them wonder if they’re getting what they pay for.
Buyers tell Media Life they’d like to see Facebook bring in a third party to verify numbers and work on improving measurement standards.
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