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Facebook admits to a measurement error, refunds affected advertisers

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Facebook admits to a measurement error, refunds affected advertisers

Facebook announced that it had identified and fixed a “bug” that misattributed clicks on video carousel ads on the mobile web browser version of the site. When a user clicked to enlarge a video caroused ad, this was erroneously interpreted as a click to the advertiser’s selected destination. Marketing Land has a detailed breakdown of the conditions in which the error occurred.

Facebook said it would refund affected advertisers in full. However, although the mistake had limited impact (according to Facebook 0.04 percent of impressions were affected), taken in the context of earlier measurement errors it represents a further blow for the company’s credibility in measuring advertising effectiveness and reader engagement on the platform.

Digiday UK counted 10 measurement errors by Facebook since September, ranking each of them based on seriousness.


Teemu Henriksson's picture

Teemu Henriksson


2017-05-17 12:42

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