Facebook: Updates to Clicks and Impression Reporting
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The Facebook Newsroom has reported two new updates across Facebook ads. The first is examining the metrics of clicks in Audience Network to work out whether they were intentional or not. With pop up ads making it easy for users to unintentionally click on them, the value of ad campaigns can be clouded, despite the fact these accidental clicks may be good for publishers in the short-term. The second update is an improvement to ad campaign impression reporting. Two new metrics – gross impressions and auto-refresh impressions – are being provided to improve clarity in terms of the numbers of ads people are shown and increase transparency and value to ad delivery and impressions.

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