Facebook Is Offering More Clarity on Some of Its Ad Metrics

About 20 that are ‘unhelpful’ will be removed in July

Facebook announced Wednesday that it will begin labeling some metrics in its Ads Manager as estimated or in development, as well as removing about 20 metrics that are “unhelpful.”

The social network explained in a blog post that the estimated and in development labels will appear in tool tips within Ads Manager’s reporting table, as well as in the customize column selector for ads running across Facebook, Instagram and Facebook Audience Network.

Facebook defined estimated metrics as those based on sampling or modeling, saying that they can provide guidance for outcomes that are difficult to precisely quantify, and offering as an example, “Reach is an estimate of the number of people who saw an ad at least once.



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