The social network recently announced in a blog post that it would be fixing problems with advertising metrics, including those related to Facebook ad reach, live-streaming video and “Like” and “Share” buttons.
The first change comes in giving marketers a more accurate estimate of the number of users they could reach through Facebook ads.
We’re improving our methodology for sampling and extrapolating potential audience sizes. This will help to provide a more accurate estimate for a given target audience and to better account for audiences across multiple platforms (Facebook, Instagram and Audience Network). In most cases, advertisers should expect to see less than a 10% change (increase or decrease) in the audience sizes shown in the tool.
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