For the third time this year-Facebook has admitted to miscalculating its reporting statics. In a blog post today, Facebook has admitted to miscalculating the number of likes and shares it shows for web links via its API, or application programming interface.
Two months 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. It also found multiple errors in its metric reporting including organic reach, video, Instant Articles and referrals.
Today the global social media company has found misrepresentation of the number of likes and reaction emojis marketers see for their Live videos, as well as discrepancy between the counts for the Like and Share Buttons via our Graph API.
During ReThinkTV Marketing Forum, TV’s biggest bosses in Australia- Paul Anderson (Ten), Hugh Marks (Nine), Peter Tonagh (Foxtel), and Tim Worner (Seven), Marks had his turn at attacking Facebook saying: “If you are an advertiser you want transparency and accurate transparency. Our measurement is laser like… it’s not a moment in time, it’s averages; all marketers should demand that level of scrutiny from all providers.”