Episode 219

Facebook’s Latest Measurement Miscalculation

Liz: [00:00:04] Hey there, welcome back to 60 Second Marketing. I’m Liz Hersh, and I’m here with my co-host Sandro Galindo. We are the only podcast offering tips and tricks for small business owners in the areas of social media, websites, reputation management and so much more. Today Sandro is going to be talking about Facebook’s latest measurement miscalculation.

Sandro: [00:00:25] Last week, news broke that Facebook found and fixed yet another reporting bug, this one affecting video carousel ads. And for those of you keeping track at home, this is the 10th time Facebook has admitted to a measurement mistake since September of last year. However it’s the first time this mismeasurement actually cost advertisers money. Here’s what happened. And to be sure it was a tiny miscalculation by most measures.

Sandro: [00:00:55] It only affected video carousel ads seen on phones and through the web browser. So it did not affect people on tablets or computers or anyone using the Facebook app on their phones. Only those people using a web browser on a phone to access Facebook.com. And then it only affected video carousel ads. With these ads you can click on the video to a.) either go to your website, or b.) expand the video. If someone clicked on the video to expand it, Facebook was counting this as a click to your website and if you had the ad set up to pay per click to your website then you were being charged. If you had your ad set up to pay per impression or view, then this did not affect you.

Sandro: [00:01:35] Facebook is giving refunds, the average refund is said to be ten dollars. So really not the biggest deal. However again, this is the 10th measurement mistake in eight months. Advertisers have been wondering and continue to wonder if there will be more coming. I still believe Facebook is one of the two best ways to spend your ad dollars online. The other being Google AdWords. But this newest revelation is just another reason the calls for Facebook to allow third parties access to data and to independently verify views, clicks and reach is growing even more fervently.

Liz: [00:02:08] Yeah ten dollars isn’t a lot but when you’re tracking impressions and clicks, I mean all of this data really does matter. So hopefully they can get this straightened out soon.

Sandro: [00:02:17] And the tenth one in eight months.

Liz: [00:02:19] Yeah that’s a big deal. That wraps up today’s episode. Thanks for joining us. Don’t forget to subscribe on your favorite podcast app. Leave us a review. We’d love to hear from you and send us your questions. We will give you a shout out on the show as well. Join the conversation at the 60 Second Marketing Facebook group, or catch us on Instagram and Twitter. Thanks so much. We’ll see you next time.