A self-audit has revealed flawed metrics, and the company is determined to fix them.
After Facebook realized that it had been overstating video views for years, it conducted an internal review to search for more flaws messing with its ad data… and it’s not happy with what it found. The social network reports that it found multiple problems with how it calculated or represented the info that marketers thrive on. It wasn’t always counting end-to-end video playback properly, for example, since clip lengths would occasionally change when you started streaming. Facebook also over-reported how long people spent reading Instant Articles, and included more clicks and views than it should in some dashboards.