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Friday, February 10, 2017

Facebook is being audited because metrics are hard


Facebook is finally admitting it needs help with numbers. The company announced in a blog post that it’s committing to an audit by the Media Rating Council in order to “verify the accuracy of the information we deliver to our partners.” Facebook had a number of gaffes in the past year. There have been problems with reactions, search numbers, reach count, and a number of other metrics. It also under-reported traffic figures to analytics company comScore, causing the overall numbers for the ad publishers to diminish. You can read a complete list of Facebook’s mistakes here. Ads are important to Facebook, making up more than 97-percent of the…

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