Canada Facebook's advertising tool has miscounted - the company pays compensation.

The company spends advertising credits in the equivalent of up to double-digit million amounts in order to reassure its customers. It's not the first case for Facebook, but it's the longest.

© Piotr Swat / Shutterstock.com Facebook's advertisers have spent a lot of money on advertising based on the wrong data.

for 12 months, Facebook unknowingly fed the recipients of conversion lift tests with incorrect data. Facebook's online marketing tool counted too few conversions between August 15, 2019 and August 31, 2020 due to the code error. In other words, the calculation of the purchases made by people who saw an ad was wrong. As of September 1, the group fixed the bug and "is working with affected advertisers", as he announced to the specialist magazine AdExchanger . Advertisers use

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"How much does it cost to advertise on Facebook ?" Get the answer to the most common question with specific Facebook Ads data from 2019. Timestamps from this

Conversion Lift "to determine the actual value of your advertising on Facebook" (original Facebook sound). The social media market leader provides the tool free of charge. The mini-studies show test and control groups from the target group advertising activities and then record the conversions. Based on the differences between the groups, statements can be made about the effectiveness of the advertising.

Facebook is now offering redress in the form of one-time vouchers, which must be redeemed by March 31st. Facebook says the compensation will only be given to customers affected by the bug. The amount of the coupons is based on two criteria. On the one hand, it depends on how the customer has used the conversion lift tool (for example, how often). How much the error affected the results of his tests forms the second factor.

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Facebook is creating a new advertising portal for housing, employment and credit advertisers and will remove 'hundreds' of targeting options. The company is also rolling out a transparency tool specifically for employment, credit and housing advertisers , similar to ones it has for political and

Facebook has already sent emails to those affected. It says that the operator calculated the potential additional expenses due to the shifted conversion rate of those affected and thus determined the amount of compensation. Experts doubt this method and accuse Facebook of a lack of transparency .

Elsewhere, customers complain that they continued to burn money between looking at the problem at the end of August and the warning in mid-November . Facebook replied that they first wanted to better understand the scope of the problem. The tone of the mail was also criticized. For example, Facebook did not initially announce an error or an apology in the subject line, but only an “upcoming update of Facebook Conversions Studies. The tone of the mail was vague and distant, say customers who do not want to be named.

agencies were surprised by the few payments as they would have contained "symbolic amounts". One customer received tens of thousands of dollars, but had also spent millions of dollars on Facebook media - based on the conversion lift tool.