Campaign analytics bugs are not exclusive to Facebook, as some Twitter advertisers recently found out.
Twitter announced in a blog post that it discovered a “technical error” that affected metrics for some video ad campaigns between Nov. 7 and Dec. 12, but the social network did not offer further details.
However, a “person familiar with the matter” told Alex Heath of Business Insider that video advertising metrics for some brands were inflated by as much as 35 percent during the time period cited by Twitter.
Twitter’s blog post read:
We are constantly monitoring our campaign reporting to ensure 100 percent accuracy. Through that process, we discovered a technical error due to a Twitter product update to Android clients that affected some video ad campaigns from Nov. 7 to Dec. 12. The issue has been fixed, but we wanted to share more details on what the impact was to our advertising partners.
Once we discovered the issue, we resolved it and communicated the impact to affected partners. Given this was a technical error, not a policy or definition issue, we are confident it has been resolved.
We will continue to monitor our systems to proactively identify issues. We value our customers’ trust in our service and will continue to provide support and transparency in our partnership.
Readers: What are your thoughts on the recent flurry of reporting glitches by social networks?