‘Marketers plan Facebook audits following metrics faux pas’ – Econsultancy
Patricio Robles says, “With the world’s largest social network, it’s no surprise that Facebook has built a multi-billion dollar digital advertising empire. But maintaining advertiser confidence appears to be a growing challenge.
According to a survey conducted by Advertiser Perceptions, while many advertisers plan to up their spend with Facebook in 2017, 40% also plan to perform independent audits of the advertising campaigns they’re running on the social network.
More disturbing for Facebook is the fact that two-thirds of those surveyed indicated that they’re questioning their Facebook ad investments.
Advertiser Perceptions says that, outside of Google paid search, confidence in digital and social advertising platforms is well under 50% and, as it relates to Facebook, advertiser concerns may be largely due to a string of revelations about inaccuracies with the company’s ad metrics.
Move fast and break things
While Facebook says that those faux pas – which resulted in a number of metrics being inaccurately reported, in some cases by substantial amounts – didn’t impact billing for ads, a number of companies have sued Facebook, claiming that the errors influenced their decisions to invest in Facebook”.
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