Facebook has revealed yet more errors in regards to its counting of ad metrics. The latest set of miscalculations marks the third time in three months the company has admitted to getting its analytics wrong. It’s enough to raise doubts among even the staunchest of Facebook marketers.
This time around, the errors affected Live videos, and the social network’s like and share counts. The former saw the platform misallocate the viewer “reactions” a live-stream was receiving (which occur in real-time and during video replays). Instead of counting the multiple reactions per unique user in the “reactions on posts” metric, the platform mistakenly lumped those insights in to the “reactions from shares of posts” section. Facebook insists that “that total counts were and are correct; some of them were just captured in the wrong reporting column when broken out.”
As a result of the blunder, the stats for Live video reactions are going to be impacted in a major way going forward. From mid-December, Facebook’s fix for the issue will see “reactions on post” metrics increase by 500 percent on average, whereas “reactions from shares of post” will inevitably decrease by 25 percent on average. Facebook did not clarify when exactly this so-called “misallocation” began, or when it was first spotted.
Facebook Live has found considerable success, thanks to the company’s promotional campaigns and its multimillion-dollar media content deals. Facebook has also boasted of higher engagement rates for videos throughout the year, which led to the introduction of a News Feed update that gave live-streams more prominence. However, this particular discrepancy is a blow to the format on Facebook. Add to that the fact that Facebook’s push to make its metrics reporting more transparent was kicked off by miscalculations that affected video viewing times, and a worrying trend begins to emerge for advertisers.
The other error reported on Friday concerns a difference between the metrics count for the “like” and “share” buttons via Facebook’s Graph application programming interface (API) and its mobile app’s URL search bar. The Facebook plugins in question count the number of likes of a web URL off Facebook, the number of shares of a URL off Facebook, and the number of likes and comments on stories on Facebook about a URL. The company said the following in regards to the error: “We are working to resolve this issue so that the Like and Share button metrics and our mobile search query metrics match up, and we will notify partners as soon as we have an update.” Again, it is unclear when this mix-up began, and when it was first spotted.
Additionally, Facebook also announced it is updating its estimated reach methodology to help advertisers gauge the number of people that will potentially see and interact with their campaigns. “We’re improving our methodology for sampling and extrapolating potential audience sizes,” Facebook wrote. “This will help to provide a more accurate estimate for a given target audience and to better account for audiences across multiple platforms (Facebook, Instagram, and Audience Network).”
To keep up with Facebook’s metrics reporting , you can follow its “FYI” blog posts on the topic here.
Discord is trying to push more visibility on the internet for some of its biggest communities, and there's a good chance your messages could end up in a Google Search. The platform is preparing to make conversations from certain public servers searchable on the web, so there's a privacy setting you might want to check before the rollout begins.
According to Discord's official announcement, the changes will roll out in two stages. Starting November 16, qualifying servers will have public web pages featuring automated summaries of conversations. By mid-December, individual messages from eligible public channels could also appear word-for-word in Google and other search engines.
You just opened X and started typing your thoughts. Imagine the jump scare when a hand suddenly pops up on your screen, pointing at the promote button. It doesn’t say a word and simply points. For a growing number of X users, this isn’t a made-up scenario but something they have been seeing since yesterday, and very few of them are amused.
Most of us have learned to tune out the usual in-app upsells, whether it’s a glowing upgrade banner or a pop-up about a premium plan. A floating hand hovering over your draft is much harder to ignore, and that’s probably the whole point.
Scroll through any app for five minutes, and you’ll find someone maxxing something. Their skin, their sleep, their protein intake, even their Friday night on the couch. That little suffix has been everywhere this year, and now it has a trophy to show for it. In a recent announcement, Dictionary.com named maxxing its 2026 Word of the Year.
What are people actually doing when they’re maxxing?