- Facebook to cover another major ad reporting failure
- Facebook Conversion Lift Measurement issue goes undetected
- The bug was fixed on September 1
- European Commission asks tech giants to open up their algorithms to the public
Facebook has had to confess to yet another major ad reporting fail.
This one looks like it could be costly for the tech giant to put right — not least because it’s another dent in its reputation for self-reporting. (For past Facebook ad metric errors check out our reports from 2016 here, here, here, and here.)
Code error last week with Facebook’s free ‘conversion lift’ tool which it said affected several thousand advertisers.
The discovery of the flaw has since led the tech giant to offer certain advertisers millions of dollars in credits. This is in order to compensate for miscalculating the number of sales derived from ad impressions (which is, in turn, likely to have influenced how much advertisers spent on its digital snake oil).
According to an AdAge report yesterday, which quotes industry sources, the level of compensation.
Why did Facebook’s latest ad tool features fail?
Facebook Inc. is offering millions of dollars in credits to some advertisers after discovering a glitch in a tool that tells advertisers how effective their ads may be in driving results, such as getting consumers to download an app or purchase a product.
Facebook’s “conversion lift” tool overestimated some campaign results for 12 months, the company quietly told its advertisers this month. The glitch skewed data that advertisers use to decide how much money to spend with the company.
