Tech Crunch has an article about Facebook video tracking faux pas in overestimating consumer video views.
The headline is dramatic compared to the facts. Advertisers did not pay more because the metrics for video views were inaccurate. Still, Facebook has been excited about the effectiveness of Video View Ads. This may cause advertisers to wonder if the hype matches the actual outcome.
The article goes on to suggest third party metrics for Facebook and Google. I agree. As these two advertising giants continue to grow, it is best to test different ways in measuring an ad’s return on investment. My experience has taught me that Facebook is still the best value in advertising for the amount spent.
In the end, sales and revenue are the ultimate and most reliable metric.