Recently, Facebook found that it had “a discrepancy” between the definition and the calculation of video metrics, and publicly apologised. Just a few days ago, the company announced that it has fixed a bug that affected engagement counts on Pages.
The new bug affected Facebook Pages from October 4 to 14 this year, and caused organic engagement counts, like reactions, shares and comments in Page Insights not to be counted. The good news is that the bug is fixed. The bad news is that we’re starting to doubt if we can really trust Facebook’s reporting. With so many advertisers currently on the platform, it’s extremely important for them to be able to trust Facebook’s numbers.
Did you notice lower-than-usual Page and post engagement counts during the 4-14/10 period? Well, whether people were engaging with the page and its posts or not, nothing would change. In a blog post explaining the bug, Facebook also said
[quote]This also affected all post engagement-related metrics in the Pages Insights APIs.[/quote]
It did not however “affect engagement counts featured on posts that were promoted/paid, nor did it affect how ads were delivered or billed.” Also, only reaction counts reported in Page Insights were impacted, as Page owners could see the right engagement counts on individual posts.