We’ve heard that businesses want more insight into our measurement tools and metrics. So today, we’re introducing new labels on some of our metrics to clearly show how they are calculated . . .
The centerpiece of its announcement is new labels identifying metrics as “estimated” if they are based on a sampled data set and “in development” if the methodology is new and it anticipates further evolution. It also announced an education initiative called “Measure What Matters.”
This announcement fails to answer the questions that advertisers have on three fronts:
If Facebook truly wants to answer its advertisers’ questions about metrics and be an industry leader, it needs to demonstrate that it follows industry-accepted practices and collaborates with other industry organizations that represent key stakeholders. Instead, Facebook continues to stand aloof from the industry and provide only the smallest of glimpses into its operations, hoping that the gravitational pull of its scale will pull the industry into its orbit.
This article is a Forrester blog. The original content is here.