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In its third admission since September, Facebook announced it has realised more errors in the way it measures engagement with video ads and links to external sites. 2016 has not been a banner year for accuracy at the internet\u2019s second-biggest advertising player \u2013 so what does this mean for brands?<\/p>\n
More and more, agencies and brands are leaning on Facebook metrics for digital marketing<\/a> decision-making. Along with Google, Facebook made up 90% of the ad growth seen this year, and the two heavyweights pulled in nearly two-thirds of all advertising revenue<\/a> between them. Facebook inventory has become table stakes for advertisers seeking performance social advertising at scale, but it\u2019s becoming clear that brands need to invest in alternate ways of measuring their campaign results<\/a>.<\/p>\n Reporting errors uncovered this year include:<\/p>\n Because of these errors, many publishers may have been misled into reporting higher engagement across their links than was actually the case. For some brands, this affected not just marketing strategy, but the overall business. The importance of Facebook advertising isn\u2019t going away, but savvy brands will need to look at additional ways of tracking performance<\/p>\n Track engagement by objective <\/strong><\/p>\n For performance-based advertisers that want to acquire signups, drive purchases, or encourage downloads, there is no need to rely exclusively on Facebook reporting. Provided there is a tracking plan in place, these actions can be tracked across multiple analytics platforms and data can be compared based on how conversions are attributed (last click, first click etc.).<\/p>\n \n Get exclusive insights into digital \n
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