Facebook ad reporting is likely bogus, but does that mean we shouldn’t use them?


In a word: no.

It’s hard to dispute the findings that Facebook’s measurement and reporting of ad stats (especially video impressions) is anything other than inflated. But that just means you need to focus more closely on ‘real’ goals.

The days of reporting just on impressions are hopefully rare for you these days. Instead aim to think in conversions and (ideally) revenue.

Conversions can easily be compared with other tools eg your Google Analytics reporting, total lead numbers, sales and revenue.

Whenever you see an article highlighting the problems with a platform, make sure you view it as an opportunity. It’s likely that while others focus on the problem, you can take advantage of the reduced focus on what is actually working.

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By Craig Bailey