AANA Releases Statement On Facebook Misreporting
Last week, Facebook global office admitted multiple errors in its metric reporting including organic reach, video, Instant Articles and referrals. In response to the misreporting, the AANA (Australian Association of National Advertisers) have released a statement calling for more third party verification for Facebook data.
Several weeks ago, Facebook admitted it was only counting video views of more than three seconds when calculating its “Average Duration of Video Viewed” metric. By eliminating videos under three seconds, the average engagement was inflated. The company said it was introducing a new metric, “Average Watch Time”, which will replace the earlier metric.
In an update on Facebook’s Metrics and Reporting page, the company said: “Today we’re updating our metrics to give our partners and the industry more clarity and confidence about the insights we provide. We know that having access to reliable metrics is important to the millions of partners who use our services to growth their business.”
Page Insights – Organic Reach
We’ve uncovered a bug in Page Insights. On one of our Pages dashboards, one summary number showing 7-day or 28-day organic page reach was miscalculated as a simple sum of daily reach instead of de-duplicating repeat visitors over those periods (see red circle in screenshot below).
However, the vast majority of reach data in the Page Insights dashboard (marked green in screenshots below) was unaffected, including all the graphs, daily and historical reach, per-post reach, exported and API reach data, and all data on the Reach tab. The de-duplicated 7-day summary in the overview dashboard will be 33 per cent lower on average and 28-day will be 55 per cent lower; data in other fields is unaffected. This bug has been live since May; we will be fixing this in the next few weeks. It does not affect paid reach
Video – Measuring Completions
When partners upload their videos to Facebook, the full video length is recorded, but when the video delivers to people’s devices, the length of the video can sometimes be a fraction of a second shorter or longer. This occasionally happens when the audio and video track don’t line up, owing to differences between video players and devices. While someone may watch a video to completion on their device, the audio may continue to play for a bit longer. This particular issue caused us to undercount the metric “video watches at 100 per cent” (previously named “video views to 100 per cent”). Moat found this and reported it to us. We are now updating how we read the video length to address this issue. This may result in roughly a 35 per cent increase in the count of “video watches at 100 per cent.” For example, if “video watches at 100 per cent” were 1 per cent, they would now be 1.35 per cent.
Instant Articles – Time Spent
Instant Articles is a way for any publisher to create fast, interactive mobile content on Facebook. We also provide publishers with insights to help them understand how their content is consumed. We’ve determined that the average time spent per article had been over-reported by 7-8 per cent on average since August of last year. This was caused by a calculation error: we were calculating the average across a histogram of time spent, instead of reflecting the total time spent reading an article divided by its total views. We have now fixed this issue.
Analytics for Apps – Referrals
In our Facebook Analytics for Apps dashboard, one metric called “Referrals” is miscalculated. This metric evaluates all posts produced by people via an app or website. We meant to count clicks that went directly to an app or website; however, we’ve also counted other clicks on those posts via the app or website, including clicks to view photos or video. We are working to fix this. Out of the referrals we currently report, on average about 30 per cent are actually clicks to consume content on Facebook. For power users of this metric (top apps that look at this data in the dashboard most frequently), we found that referrals have been overstated by approximately 6 per cent on average. Other measurements of referrals, such as those appearing in Facebook’s ads reporting tools, are unaffected.
Clarifying Metrics
We’ve been working for several months to improve reporting, and today we’re announcing several updates intended to make information clearer and easier to understand. Some of the updates we’re making are described below; for all we’ll be updating our in-product definitions.
- More descriptive names: We’ll make updates now and in the coming months to ensure our metrics are clearly named (e.g. “view content” → “website view of content,” and “video views” → “3-second video views”).
- Clarified calculations: We’ll clarify some calculations to make sure they reflect how our products are being used by advertisers. For example, with the launch of Canvas in February, we gave advertisers the ability to create an immersive native experience on Facebook. Within Canvas, they can also link to offsite content on Facebook’s in-app browser. While this experience is valuable to advertisers, the original intention of the Canvas View Duration metric was to capture time spent in Canvas. So we’re clarifying the metric calculation to reflect that it excludes time spent outside Canvas (linking to offsite content).
- More consistent definitions: We’ll also update our tips section and glossaries across all of our ads tools to make sure we are explaining our metrics in consistent ways (including noting which insights are estimates). For example, as we have rolled out new immersive experiences on Facebook like Canvas and lead forms, the link clicks metric has evolved over time to include clicks to those on-Facebook destinations, in addition to clicks to a website off of Facebook. We had updated the definition of links clicks in our ad creation tools, and we are now updating it across all of our ads tools. We’re also clarifying the description of our video views metrics (3, 10 and 30 seconds) to include the term “aggregate,” so as to more clearly explain it’s based on aggregate view time of at least the specified number of seconds.
- Better categorization: We’re making it easier for marketers to select certain metrics to include in their reports. To do this, we’re creating a way to customize the columns in reports to reflect how marketers set up their ads. This will let advertisers have a specific advertising objective map directly to the metrics we show, like checkouts, leads or registrations.
AANA STATEMENT RE FACEBOOK MISREPORTING REVELATIONS
Media is traditionally the single largest marketing expense for a brand owner and marketers need to be able to make and defend these investments with confidence. For decades, advertisers have relied upon a standard of accepted practice for traditional media that requires independent reporting and verification of their audiences and their usage patterns, which have typically been supported by all competitors in a specific media category.
It is this third party verification that Facebook is currently lacking. The latest revelations by Facebook cast a cloud of doubt over how reliable Facebook’s data and self-reporting is.
Equipping advertisers to achieve transparency in the media buying ecosystem has been high on the AANA’s agenda this year as it has been with our counterparts around the globe, like the Association of National Advertisers in the U.S.
The AANA believes the over-riding principles of comparability and accountability should govern all players in the media ecosystem. The AANA is encouraged by Facebook’s willingness to address the issue with third party providers and will await more detail. The AANA sees no reason why Facebook should not abide by the standards of independent verification and auditing that more traditional media players have signed up to for decades in order to assure advertisers of their media investments.
If Facebook and others don’t move voluntarily to an independent verification, it will require the major advertisers around the world to cooperate and crack this problem and achieve independent accountability in the digital space.
The AANA is in conversations with the ANA (Association of National Advertisers in the US) and supports their efforts to encourage Facebook to accept independent verification.
Latest News
Enjoy A Hahn Solo… And May The Fourth Be With You
This May the fourth Hahn will celebrate alongside Star Wars fans rewarding their passion via a giant Hahn travelling solo through the sky. It’s the one day of the year when all sci-fi fans rejoice and giggle to themselves and Hahn in partnership with Thinkerbell, UM and Affinity is celebrating with an out of this […]
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.
Perry ‘Pez’ Lazaris Named New National Hit Network Announcer
Why is it mandatory for the media to only publish the nicknames of people in radio & underworld crime figures?
Before Adland: Garry Dawson’s Journey From Teacher To Marketer
Here, the Hopeful Monsters marketer talks his shift from the classroom to the room wherever marketers congregate.
Scott Cam Urges Tradies To Prioritise Sun Protection
The Block host promoting sun protection to tradies. Also, don't try getting into the RSL after 6pm wearing high viz.
PubMatic Study: Advertising On Retail Media Is 50% More Effective Than Social Media
New study finds retail media 50% more effective than social. B&T says two-for-one Tim Tams trumps the lot.
From MOWING to life GROWING: Jim Penman launches ‘Life Coaching’ services
Can't decide on getting the hedges trimmed or finding a deeper meaning to life? You're in luck with this new venture.
Budweiser Brazil Turns Songs That Name Drop The Iconic Brand Into Spotify Ads
It's strange that Budweiser never found a market among beer-swilling Aussies. Then again, neither did the fluffy duck.
Effie Worldwide Strengthens Board With 6 New Members
B&T hopes everyone's wearing their Maseur sandals at the Effies, as it's standing room only at the next board meeting.
Special Enlist A Penguin Named Nigel In Latest Energy Campaign For Contact
Special unveils Nigel the penguin in work for energy provider Contact. Apparently Percy the peacock was booked.
Anya Taylor-Joy, Chris Hemsworth & George Miller Ignite Sydney For Epic Mad Max Launch
The Mad Max film franchise is Australia's cinematic gift to the world. That & Chris Hemsworth's near perfect cheekbones.
IAS Launches First-To-Market Integration With Roblox To Provide 3D Immersive Measurement
Always thought you could do with better 3D immersive measurement? Happy days are ahead here.
Fast And Furious: Top Gear Australia Launch Thrilled Motorheads, Car Entusiasts And Guests
B&T is still no closer to knowing who the new Stig is, except that she is a woman and a ridiculously fast.
TV Ratings (02/05/2024): Seven’s The 1% Club Wins The Night
The 1% club did not live up to its name when it comes to TV ratings last night.
TRA Welcomes Raft Of New Hires; Bolstering Expertise Across Markets
Insights and research agency TRA announces slew of new hires. Still no news on the return of marble wash denim, however.
CX Lavender Hires Boston Consulting Group’s Kim Verbrugghe as Chief Strategy Officer
CX Lavender announces new strategy hire and channels 'acoustic folk act at local RSL' for the publicity pic.
Opinion: Community standards, will they be the death of us?
This columnist is talking community standards. Sadly not those people who put dogs in trolleys in supermarkets.
Tegel gets heads bobbing with new free-range chicken platform
Sure, there's a lot of moral considerations when buying a chook. Yet, not as baffling as buying eggs or canned tuna.
Study: 66% of Aussie men believe masculinity is under attack
Two-thirds of Aussie blokes say masculinity's under attack. That said, sales of Solo lemon drink appear robust.
‘Equal Writes’: Canyon reveals new campaign and refreshed brand for women and non-binary writers
As this brand redesign again proves, nothing beats black on white. Well, white on black in this instance.
Icon Agency bolsters consumer and integrated offer with major hires
Icon Agency unveils new recruits. As press photo confirms office moustache competition now a lay-down misère.
Clemenger launches agricultural graduate program
Has Farmer Wants A Wife triggered an interest in dagging & hay balers? This grads program may resonate.
Levi’s Appoint UM As Global Media Agency For $217m Account
Levi's are the jeans for rockstars, models & the cool kids. Although that's not stopped dads from ruining their image.
QMS Nabs Sean Rigby From oOh!media
Things set to get spicy at the next Outdoor Media Association dinner and dance as a rival gets poached.