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Facebook says it found more miscalculated metrics, this time in organic page reach and Instant Articles time spent

Marketing Land

You might have heard: Facebook overestimated its average video viewing time metric by 60 percent to 80 percent for two years

But did you know: After announcing earlier this fall that it had been overestimating video metrics, Facebook announced on Wednesday that it found more metrics errors in how it was calculating organic page reach, video completion rates, Instant Articles time spent, and Analytics for Apps. Facebook says it was overstating the metrics for Instant Articles time spent, organic reach and Analytics for Apps, while understating the metrics for video completion rates. In response to the miscalculated metrics, Facebook says it is creating a new Measurement Council “to develop measurement products and standards.”

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