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Facebook admits to another measurement problem

Mark Zuckerberg, chief executive officer of Facebook.
Guillermo Gutierrez | Bloomberg | Getty Images
Mark Zuckerberg, chief executive officer of Facebook.

Facebook has another measurement problem on its hands.

The company said in a blog post on Friday it was seeing a difference between the number of likes and shares reported on its Graph API — which is how page owners see how their posts are performing — compared to the stats that would appear if that same user saw the post on Facebook's mobile app. In essence, the data on these metrics Facebook page owners were seeing on their internal dashboards was not lining up with the numbers they would see in the app.

Facebook said it is working on resolving the issue and will notify partners when it was updated. A company spokesperson told CNBC that the Graph API was either underestimating or overestimating the exact numbers, and added that none of these metrics was linked to advertising prices.

The company also said that it was fixing an issue where it was only reporting one reaction per unique user on Live videos on its Page Insights page. Extra reactions were being tabulated in a different column regarding "reactions from shares of posts," but the total counts of reactions were accurate.


In September, the company admittedit overestimated the average viewing time on video ads for more than two years. However, since Facebook's minimum threshold for a view is three seconds, it did not change the overall number of views reported to brands.

The latest issues are nowhere near as impactful for advertisers, but it touches on a growing concern in the advertising community over Facebook's measurement issues and ad effectiveness. Facebook is still one of the leaders in digital advertising revenue and will be for the foreseeable future. It is estimated to take in $25.94 billion in global ad revenue this year, according to eMarketer.