Facebook admits fourth measurement error

Facebook has revealed that it has made a fourth measurement error, this time affecting publishers using Instant Articles.

Facebook admits fourth measurement error

Facebook said that third-party measurement firm, comScore, had found it was undercounting traffic from iPhone users. 

Instant Articles allows publishers to upload their content directly to Facebook, cutting down on loading times while providing an option for them to sell their own advertising and keep 100% of the revenue.

In an update to a previous blog post, Facebook said: "We've uncovered an issue for a small group of Instant Articles publishers that impacts reporting in comScore.

"ComScore alerted us to the issue, and we’ve since identified this is a result of a recent Facebook update.This caused an under-reporting of iPhone traffic from Facebook in comScore products between Sep 20 to Nov 30, 2016. iPad and Android traffic were not affected.

"We have fixed the issue and are working with comScore to produce updated estimates for the relevant time periods for the small group of partners affected. We have reached out to affected publishers."

It is the fourth time in as many months that Facebook has admitted failures in its measurements.

In September, it revealed that it had overcalculated the average time users spent viewing its videos - with the error potentially as much as 80%.

Last month, it spotted a bug in Page Insights that could miscalculate the number of unique visitors a page receives.

And earlier this month it identified discrepancies in how the use of like and share buttons is counted - as well as a micallocation of user responses to live video.

Subscribe to Campaign from just £57 per quarter

Includes the weekly magazine and quarterly Campaign IQ, plus unrestricted online access.

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Vodafone, Sky and HSBC join retreat from Google

Several more major brands, including Vodafone, Sky, and a trio of the UK's leading banks, have added their names to the list of those considering suspending their advertising on Google.

Why Cosabella replaced its agency with AI and will never go back to humans
Shares0
Share

1 Why Cosabella replaced its agency with AI and will never go back to humans

In October, lingerie retailer Cosabella replaced its digital agency with an AI platform named "Albert". Since then it has more than tripled its ROI and increased its customer base by 30%.

Just published

More