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The Internet traffic measurement firm posted a blog previewing a report its releasing next week, titled “It’s time to change the discussion on measuring Facebook effectiveness.”
ComScore didn’t go into any details—saving them for the full report’s release Tuesday, but says that it has found that Facebook ads do have an impact. The company says that based on its research of consumer behavior after seeing ads, that “Facebook earned media is having a statistically significant positive lift on people’s purchasing of a brand.”
ComScore reports that Facebook users are spending more time on the site than they did six months ago—despite consumers reports to the contrary. ComScore stresses that people are not very good at recalling their behavior—whether it’s how much time they spend on a site or how they’re impacted by ads.