Facebook strives for transparency with metrics fixes

The social network has been slammed for inflating marketers’ video views and for not stemming the spread of fake news. Will this move help turn the tide?

Ragan Insider Content

Facebook is fighting to regain the trust of its users and marketers-and is hoping that tweaking its analytics can help.

The social network recently announced in a blog post that it would be fixing problems with advertising metrics, including those related to Facebook ad reach, live-streaming video and “Like” and “Share” buttons.

The first change comes in giving marketers a more accurate estimate of the number of users they could reach through Facebook ads.

Facebook wrote:

We’re improving our methodology for sampling and extrapolating potential audience sizes. This will help to provide a more accurate estimate for a given target audience and to better account for audiences across multiple platforms (Facebook, Instagram and Audience Network). In most cases, advertisers should expect to see less than a 10% change (increase or decrease) in the audience sizes shown in the tool.

Facebook said it also “misallocated the extra reactions per user that happened during the live broadcast to the ‘Reactions from Shares of Post section'” used during Facebook Live sections.

The company explained:

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