‘Facebook’s Miscalculated Metrics: What Marketers Need to Know’ – HubSpot

Amanda Zantal-Wiener says, “Over the past couple of months, you may have heard some things about Facebook’s metrics.

There was talk of numbers — lots of them. Things were overestimated. Others were underestimated. People were kind of upset. But mostly, they were confused. What the heck happened? How was Facebook going to respond? And at the end of the day, what did it mean for marketers? Breathe, and don’t panic — we’re here to answer all of that.But before we dive in, let’s make one thing clear — none of it is the end of the world. In fact, most of the issues have already been addressed and repaired; at this point, the most important item on our agenda is to clarify what’s actually going on.

What Happened?

It started with video

The drama began in September 2016, when Facebook revealed that there was a problem with its video viewership metrics — the average time that users spent watching videos was being largely overestimated”.

Facebook’s Miscalculated Metrics: What Marketers Need to Know

HubSpot