Advertisers get compensation from Facebook for its ad tool bug
San Francisco: Facebook is offering millions of dollars in credits to compensate some affected advertisers after it quietly reported about a code error in its ad metric tool that went unfixed for as long as 12 months.
The code error with Facebook’s free “conversion lift” tool has affected several thousand advertisers who were left in shock after it was reported to them. The compensation being offered by Facebook is for “miscalculating the number of sales derived from ad impressions”.
Last week, Facebook told AdExchanger that the bug was fixed on September 1, adding that it was “working with impacted advertisers”.
“While making improvements to our measurement products, we found a technical issue that impacted some conversion lift tests. We’ve fixed this and are working with advertisers that have impacted studies,” Facebook said in a statement.
The issue is serious for certain categories such as retail, where marketers are spending as much as 5 per cent to 10 per cent more on Facebook and other performance-centric advertising channels.”