Facebook has been under a lot of scrutiny over the recent discovery that its video duration metrics were incorrect. For a company expected to earn $17 billion this year, maintaining the confidence of its advertisers is paramount to retaining its expected future position as the leader in attracting brand advertising dollars.
Clients from great startups to established Fortune 500 brands are continuing their bullish investment in Facebook advertising despite the accidental misreporting of video duration and completion metrics. The underreporting (video duration) or over-reporting (video views to 100 percent) doesn?t materially affect the results of campaigns.
Although protective of its data (commonly referred to as a ?walled garden?), I?ve always seen Facebook take the matter of data integrity very seriously. That?s why it started an audit to review its metrics to ensure that there were no other reporting errors. Last week, Facebook announced some additional metrics that it was reporting incorrectly:

Page Insights, organic reach: Reach will decline 33 percent to 55 percent after the bug fix.
Video, measuring completions: Video views to 100 percent will increase 35 percent after the bug fix.
Instant Articles, time spent: Time spent will decline 7 percent after the bug fix.
Analytics for Apps, referrals: Referrals will decline 6 percent after the bug fix.
Interest lists, follower counts: Followers will decline 5 percent or less after the bug fix.

The most important metric affe...