Which is the bit I don't get. Even if FB say they have a trillion users, so what. Advertisers will advertise and pay based on the results they are seeing just

Which is the bit I don't get. Even if FB say they have a trillion users, so what. Advertisers will advertise and pay based on the results they are seeing just like you did. Eric Schmidt made pretty much the same point about Google fake clicks. https://searchenginewatch.com/sew/news/2058286/eric-schmidt-claims-the-ppc-model-self-correcting-in-terms-of-click-fraud https://searchenginewatch.com/sew/news/2058286/eric-schmidt-... Granted this is trickier if you don't have an easy way to determine if your advert has converted to a result e.g. somebody who is just looking to raise brand awareness.