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I mean, yeah... FB made an announcement informing everyone that there was a change. I don't see how this requires us to grab our pitch forks over Facebook tryin
by itake 5y ago
I mean, yeah... FB made an announcement informing everyone that there was a change. I don't see how this requires us to grab our pitch forks over Facebook trying to protect user privacy and making a negligible change to an estimated derivative advertising metric.
Advertisers already know that Facebook may double count unique humans (confirmed by the Dec 2020 documentation). No one is double billed. No one is misled. Facebook is being very transparent here. There isn't anything to see here.
- disgruntledphd2 5y agoI think that this is driven by joint FB-IG campaigns. Before this change, if they believed that it was the same user (presumably through some kind of model), they counted a pair of accounts as 1 person. After this change, they would count them as 2, given that the accounts aren't officially linked. To be fair, I suspect that an awful lot of accounts (at least in my circle) are linked as I see a bunch of posts on FB which come from IG. Overall, this seems pretty sensible. All other things being equal, you'll see an increase in actions per unique people, but given that most advertisers use CPA to track performance, this shouldn't really be a big deal.