Last September, Facebook first indentified a “mistake” in it ads metrics. The tech giant realized that it had been overstating the average time spent by users on watching videos. The company only took into account the video with views greater than three seconds, excluding the ones with the views of lesser time, thereby leading to greater than actual average view metrics. Following this, in Nov 2016, Facebook revealed that it had found ‘discrepancies” in calculation in four more metrics followed by two more in December
Facebook promised an outside audit of data it provides advertisers in a move apparently aimed at calming concerns about accuracy.
This news comes just months after the leading social network announced it was working to fix flaws in its metrics calculations that led to audiences being overestimated at times.
