GroupM
'We're encouraged Facebook is clarifying metrics and seeking input from customers. Today's developments stop short of full third-party measurement, which we still believe crucial to advertiser confidence in any market. As Facebook continues to seek collaboration on metrics, we will continue advising this concern.
Facebook's update on metrics and reporting should be welcomed by advertisers and agencies alike, and will hopefully lay the foundations for further developments in the measurement and verification space. We explore more in the Change Briefing.
What’s changed?
Facebook revealed a number of new issues and updates surrounding measurement on the platform. Some of these issues were over-stated, some under-stated and none are billable metrics. One was about the summary number showing 7-day or 28-day organic page reach for Page Insights. The number was miscalculated as a simple sum of daily reach instead of de-duplicating repeat visitors over those periods. The de-duplicated 7-day summary in the overview dashboard will be 33% lower on average and 28-day will be 55% lower as a result of the recalculation. The issue will be fixed in the next few weeks and impacts no other measurements. See all the issues and updates listed here in Facebook’s Metrics Blog Post.
What the change means?
As our client’s key adviser on media investment, we believe visibility and transparency of the performance of that investment is critical, whatever the channel or platform.
- Whilst the update from Facebook does reflect on its recent issues surrounding measurement, it also sets out some clear programs which open the door for better and more transparent and analysis.
- The update focuses on two main areas: More neutral visibility of performance and better communication to agencies and advertisers.
- Following the reporting errors, Facebook will take on three key initiatives to address measurement:
- Launch of a Measurement Council
- Additional Third Party Verification
- Introduction of a Metrics FYI Channel
Implications for advertisers?
More, neutral visibility of performance:
- The GroupM view: ‘We’re encouraged Facebook is clarifying metrics and seeking input from customers. Today’s developments stop short of full third-party measurement, which we still believe crucial to advertiser confidence in any market. As Facebook continues to seek collaboration on metrics, we will continue advising this concern.’
- Whilst it may not be unfettered third party access, the move to explore additional third-party measurement is, as GroupM states, encouraging.
- Facebook already has verification integrations with Moat, IAS, Nielsen and comScore and we would like to see a roadmap that can provide specific details on exactly which partners Facebook is looking to work with and in what capacity.
- We also acknowledge Facebook’s desire to ensure key partners, both agency and advertiser, are involved in this process to ensure that these developments are done in light of what’s needed.
Better communication to agencies and advertisers:
- Communication, as we all know, is crucial to the success and acceptance of any change and we’re delighted to see this is front and centre of the update. Mistakes happen and changes are made, but what matters is that those affected are both aware of them and understand their implications so that plans can be made or changed to accommodate them and mitigate any issues as much as possible.
- Of particular value will be the Metrics FYI Blog, which will make public any updates by Facebook in the measurement arena. As the agency responsible for our clients’ media investment, we need to take it upon ourselves to ensure we regularly connect with Facebook to ensure the right people receive the updates, but also visit the Blog on a regular basis to ensure we are fully aware of any issues that may affect the way we plan, buy and analyze.
What’s next?
The latest Facebook issues reinforce the need for third-party verification, which Facebook has taken to heart and is rapidly adopting across its platform. That’s a welcome piece of news for advertisers. It’s now up to the industry to ensure others quickly follow Facebook’s example by providing transparency on its metrics, even when there are issues, and adopting verification protocols that encourage more investment.
