Facebook finds new errors in the metrics which measure advertising – Newspaper Business – Portugal

three months Ago, Facebook announced that it had overestimated the time that people spend watching videos on the social network, which led to harsh criticism on the part of the advertisers. Is that companies and advertisers have it that the social network has reliable data that they indicate the performance of your content in this social network. Is that this data help companies make decisions about the future and about which platforms should you bet.

After the error was detected, the social network created by Mark Zuckerberg started an investigation to determine if he had other problems. Three months after, disclosed the findings that indicate the existence of more errors. According to the Financial Times, the company led by Zuckerberg discovered that: sobrestimou also the time that people spend reading articles, miscalculated the number of times that the same person returns to view the page of a business, and underestimated how many videos are watched until the end.

To avoid these errors continue to occur in the future, the Facebook, according to Bloomberg, is to implement some measures. Among them is the fact that going to allow other companies that make these measurements, such as Nielson, monitor and complement your metrics. The Facebook is also revising the descriptions that you have for your data to explain to companies exactly what is measured.

Carolyn Everson, vice president of solutions marketing global of Facebook, said in an interview, quoted by the news agency, that the company is “strive to be known as an organization that listens”. “We hope to learn every day how can we improve the way we serve our customers”.

“I Think that when you report these bugs and these calculation errors that we found,” he added as cited by the FT, “we are to give a true indication of our commitment to transparency”. The Facebook offers more than 220 metrics to its customers, according to Carolyn Everson.

according to Bloomberg, the mathematical formula of Facebook is wrong. In the case of the Instant Articles, used by the companies for the articles to load faster, the social network reported that it accidentally sobrestimou the time spent on articles in the 7% to 8%. The data that have been presented are an average of time, instead of being a division of time spent on the articles by the number of visits.

In the case of Facebook Pages, the social network gave the number of people reached but had twice the repeat visitors. After this problem to be resolved, writes Bloomberg citing the company, the pages lost their range to 28 days fell by about 55%.

The actions of Facebook are, by this time, rising 0.07 per cent to 117,281 dollars. They opened the session the lost 2.32 per cent to 114,48 dollars.