Of course, this is not the first time that Facebook campaigns have taken an unexpected turn, as in November 2020, Mark Zuckerberg's social network offered millions of dollars in compensation to advertisers after discovering a flaw in the Conversion Lift results measurement tool that overestimated conversion results for 12 months.
Previously, in 2016, a Facebook glitch caused the social network's video ad views metric to spike , and later also showed an unrealistic increase in the reach of Instant Articles.
The new change in Facebook campaign metrics could apparently australia business email database be due to legal challenges the company has faced over the inclusion of fake and duplicate accounts in its estimates, as advertisers claim the company has knowingly allowed them to be counted for years, misleading its advertising partners as to the actual projected reach of their campaigns.
However, Facebook says the change is a move to respect users' choice regarding how their information is used in advertising, as people have the option to choose how their personal data is reflected within its platforms. Whatever the reason, we'll have to wait and see what real impact this change will have on reach metrics and how advertisers react to it.