Facebook Admits Miscalculating Even More Ad Metrics

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December 9, 2016 11:55am Nasdaq:FB

Nasdaq:FB | News, Ratings, and Charts

Heavy is the head that wears the crown. Social media king Facebook Inc (NASDAQ:FB) has admitted for the third time in four months to miscalculating another set of ad metrics.

In a new blog post today, the company said it uncovered a problem with the number of likes and shares that it displays for web links via its Graph API for advertisers, as well as its mobile search field. From Facebook:

We have found that there may be a difference between what these metrics count and what the mobile search query counts. We are looking into why inputting the URL as a search query in Facebook’s mobile app might have corresponding numbers that can be higher or lower in certain cases. We are working to resolve this issue so that the Like and Share button metrics and our mobile search query metrics match up, and we will notify partners as soon as we have an update.

The second admission involves miscalculating the amount of likes and reaction emojis that page owners see during their live videos:

We misallocated the extra reactions per user that happened during the live broadcast to the “Reactions from Shares of Post” section, instead of counting them in the “Reactions on Post” section, so we’re making a change to correct it. Note that total counts were and are correct; some of them were just captured in the wrong reporting column when broken out.

Neither of these issues are particularly egregious, but when taken within the context of the two other recent major issues, it simply doesn’t look good for the company. As a technology leader, advertisers and users alike should hold Facebook to the highest standard, and its once-stellar brand has likely been tarnished somewhat.

The company said it’s looking into correcting the issues.

Facebook shares rose $0.50 (+0.42%) to $119.42 per share in Friday morning trading. Year-to-date, FB has gained 14.09%.


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