Facebook re-labels metrics for transparency

Doris Richards
February 24, 2018

"As the metrics may change as products evolve or as we get more feedback from businesses, Facebook will be indicating that these are still in development and subject to change", the post added.

Facebook is now labeling some metrics in Ads Manager as either "estimated" and/or 'in development.' These labels can be found in a section within the Ads Manager reporting table called "tool tips".

"When we provide real-time results, we often use sampling methods that allow us to instantly model metrics at scale". Going forward, when sampling methods are used the metric will be labeled as "estimated".

Facebook is making its ad metrics clearer by introducing new labels that show how they are calculated. Facebook Australia and New Zealand MD William Easton tells AdNews. "Everybody has a different perspective on problems and opportunities but we've been working together to solve those".

According to emarketer.com, Facebook earned a whopping $17.37 billion (roughly Rs. 1.12 lakh crores) in digital ad revenue in the USA in the third quarter of 2017 and is expected to reach $21.57 billion (roughly Rs. 1.4 lakh crores) in 2018 and $25.56 billion (roughly Rs. 1.65 lakh crores) in 2019. Therefore, the way an "in development" metric is calculated may change over time.

Facebook has since expanded the labelling of "potential reach" to explain it is not created to match population or census data (see bloew), which is still greater than population figures in younger age demographics.


Facebook is overhauling its metrics offering in a clean up that it claims will help bring greater clarity to advertisers over how paid-for media placements on the network perform - an earlier source of contention for media buyers.

These include the "actions" category of metrics where, all actions such as engagement, clicks or conversions are aggregated.

"For example, estimated ad recall lift is a metric used by brands to understand the differences between people who can recall a brand after seeing an ad compared to those who have not seen an ad", added Smallwood.

Most of the metrics being removed have been superseded or are not regarded as useful to advertisers.

"So this kind of clarity is needed to understand that an estimate is just that - it's better than a guess, but it is not the absolute truth", TechCrunch quoted Gaffney as saying.

Other reports by Iphone Fresh

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