Facebook ad metrics are facing scrutiny after it transpired the social network is overestimating the potential audience advertisers can expect to reach. A senior analyst from Pivotal Research Group points out that Facebook's Adverts Manager tool suggests demographic figures that exceed official numbers. For example, advertisers are told that they could hit up to 41 million 18- to 24-year-olds in the US, but according to recent census data only 31 million 18- to 24-year-olds live in the US. The discrepancy is not isolated, as there are similar instances of inflated potential reach suggestions for various age groups in the US,… [Continue Reading]
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