Facebook will compensate Australian advertisers after some of the social media platform’s free tracking tools distributed inaccurate data for more than a year.
A coding error, which affected the Facebook Conversion Lift tool from between August 2019 and August this year, resulted in Facebook miscalculating sales from people who saw ads on the platform.
As reported by both The Sydney Morning Herald and The Australian¸ the issue is understood to have impacted thousands of advertisers globally. Facebook is now reportedly gifting advertisers who were “meaningfully affected” an ad credit coupon as makegoods.
A Facebook spokeswoman reportedly claimed the error had affected 0.1 per cent of the Australian advertising market. However, multiple industry sources told The Herald, on condition of anonymity, that multiple companies across large advertising agencies were affected.
Inudstry sources also told The Herald that Facebook had apologised to some advertising and media buying agencies in Australia for the error.
“While making improvements to our measurement products, we found a technical issue that impacted some conversion lift tests,” Facebook Australia director Paul McCrory told both outlets.
“We’ve fixed this and are working with advertisers with impacted studies. This impacted less than 0.1 per cent of advertisers in Australia.”
A spokeswoman added that all impacted clients had been contacted by the Facebook team.
The issue was first reported on by AdExchanger, which revealed Facebook had undercounted the number of conversions from people who were exposed to impressions on Facebook apps.
The outlet also reported that the makegoods must be used by 31 March 2021, and are being handed out on a “case-by-case basis” that depends on an advertiser’s use of the conversion lift product, and how much the bug impacted the results of their conversion testing.
According to The Oz, it is also understood that Facebook discovered other technical issues that it then fixed, while investigating the coding error.
These included a “probability error” that reportedly affected users who conducted multi-cell studies between 21 September and 23 November.
In addition, another issue affected Facebook’s statistical models for some studies between 15 June and 26 July this year, The Oz reported.
Featured image source: iStock/bombuscreative
Independent brand and digital agency, Archibald Williams (AW) has been appointed to lead the NBA account across the APAC region. The NBA is one of the most prestigious sporting leagues in the world and basketball is one of the fastest-growing sports in Australia. Effective immediately, AW said it was “excited” to work across all digital, […]
B&T's shining a light on industry folk prior to adland. Preference given to anyone purporting actual UFO abduction.
Leading digital outdoor company QMS has announced it is the first-ever inaugural partner for Most Contagious APAC, the landmark London event by creative and strategic intelligence company Contagious, which will be showcased in Australia on Tuesday, 12 December in Sydney and Wednesday, 13 December in Melbourne. Most Contagious is an event that delivers key advertising […]
Omnicom’s data and analytics division Annalect has partnered with Meta, giving it access to Advanced Analytics (AA) – one of Meta’s privacy-focused measurement solutions – to provide Omnicom’s clients with future-proof, next-level measurement. Omnicom is the first holding company to have access to AA. AA allows advertisers to combine their first-party data with Meta’s ads […]
WPP’s AKQA has launched Fixmas.gift, an environmentally conscious AI-powered DIY assistant, affectionately known as Fixie, for a one-stop solution for all things repair. Fixmas.gift hosts an array of guides and inspiration to empower people to prolong the lives of their belongings or purchase pre-owned items that need a little love and care. Fixie can: Help […]
Marc Collister (pictured) of P2 Content Creators spills the beans on his 2024 predictions drawing from two decades of experience in the advertising, film and television industry. I’m certain it will come as no surprise that in 2024, we can expect our industry to move at breakneck speed again. With even more rapid shifts in […]
Zeno Australia has announced expanded creative design capabilities and the appointment of Jim Michell (lead image) to its senior leadership team. The new moves support strong growth in the region. Zeno Australia’s clients, including Abano Healthcare, Motorola and Yorkshire Tea, can now tap into a suite of creative design services to augment the agency’s work […]
Assembled Media, is drawing upon the creative power of TikTok Creator Marketplace to help generate unique, impactful content for iconic stationery brand, BIC. The social activation campaign titled ‘A Pen for Every Side of You’ promotes the flexibility of BIC’s 4 Colours pen and is active nationwide on the BIC Stationery TikTok account. The campaign […]
Pinterest reckons jellyfish & moody cowboys will be big in 2024. Refused to be drawn on the return of shoulder pads.
IAB Australia has launched ‘Evolution in Market Mix Modelling’, the fourth module in its Marketing Measurement Innovation Series, which has been developed by IAB Australia’s Ad Effectiveness Council. The module explores what is driving the increased use of MMM and how the technique is evolving with advances in computing power and machine learning to provide […]
Scope3, the collaborative sustainability platform leading the decarbonisation of media and advertising, announced the addition of digital out-of-home (DOOH) to its emissions measurement. With DOOH ad spending predicted to grow from $17B in 2023 to nearly $24B by 2028, measuring this channel brings us one step closer to understanding the total impact of digital advertising […]
NRF 2024: Retail’s Big Show Asia Pacific, is now open for online registrations for the main conference. Jointly organized by the National Retail Federation and Comexposium, Retail’s Big Show Asia Pacific will take place from 11 – 13 June, 2024 at the Sands Expo and Convention Centre in Singapore and is expected to draw thousands […]