May 16, 2017
Today, one of Facebook’s representatives announced, in a private email to advertisers, that a bug within Facebook’s advertising system misattributed some clicks on video carousel ads as link clicks. The representative claimed that the bug occurred when users accessed Facebook’s website through their smartphones rather than through the app. If you’re running video carousel ads that were placed on Facebook’s mobile news feed, then this misattribution has likely affected you. If you ran video carousel ads on Facebook’s desktop, then this error has not affected your campaigns.
[bctt tweet=”@facebook makes attribution error on video carousel ads. #digitaladvertising” username=””]This misattribution has affected your bill only if all three conditions were met.
1 . You’re running a video carousel ad.
2 . You’re bidding on link clicks.
3 . Users who interacted with your ad did so only through smartphone web browsers.
If all of these conditions were not met or does not apply to you, then your bill has not been affected. If your bill has been affected based on the conditions above, you have no reason to worry. You will receive a full credit for the charges incurred because of the misattributed clicks. Additionally, because the misattribution only affected such a specific type of problem (the bug was only related to video carousel ads with a bid on link clicks, accessed through the mobile web for smartphones), the impact from a billing perspective was only 0.04%.
If you want to know more about this issue, contact your Facebook representative now.
