Facebook Discloses More Miscalculated Metrics

Facebook, Inc. (NASDAQ:FB) on Wednesday said it discovered more metrics errors in how customers interacted with Facebook and promised more transparency with video-ad data. The social media giant disclosed on Wednesday that it found four other discrepancies, or “bugs” that miscalculated measurements, including overstating how long people spent reading publishers’ Instant Articles, number of full video views and how many people interacted with content from marketers.

“We are very much striving to be known as a listening organization,” Carolyn Everson, Facebook’s vice president of global marketing solutions, said in an interview. “We hope to learn every single day about how we can improve the way we service our clients.”

Three months ago, Facebook said it miscalculated how long people watch videos on its site. But it was criticized for its late disclosure. Marketers and publishers reply on the measurements to decide how much to spend in advertising and they were very disappointed on Facebook’s overstating of these measurements.

To avoid future errors, the company implement a series of plan. It will work with third-party metrics companies like Nielsen to count Facebook video views. It also plans to establish a Measurement council made up of top advertisers and partners.

“We are doubling down on our efforts at third-party verification,” said Carolyn Everson, Facebook’s vice president of global marketing solutions. “We strive to be as accurate as possible,” Everson said. “I can’t sit here and tell you it’s going to be perfect every day, because frankly, consumer behavior changes too quickly.”

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