Video Metric Blunder ~

The most outspoken of Facebook’s bloopers is one that can directly affect advertisers. In September 2016, Facebook openly stated that an error was discovered in the calculation of the 'Average duration of video viewed' metric that advertisers used as a key to gauging audiences response to their videos. However, while this key metric does give ad-makers and promoters worthwhile feedback of their content, miscalculations on the part of Facebook can cost advertisers as they feel the audience information and data that Facebook guards so closely is not trustworthy.