Untangling Facebook Metrics: What Advertisers Need to Know

Opinion: It’s encouraging to see Facebook making an effort and being both strategic and intentional

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Facebook faced a litany of criticism in late 2016 when it was discovered that it had been misreporting completion rates on its video ads for two years—in its favor. The massive social platform had its feet held to the fire: If one of the biggest, most-relied-upon players in digital advertising could mislead advertisers, how could advertisers trust numbers from anyone?

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