You'd think by now Facebook would have learned.
For years anyone with a brain has known that Facebook "metrics" are a joke. They make shit up, imbeciles at agencies believe it, dimwit clients fund it, and - bingo - more ad money. Most famously, not long ago they inflated video viewing time on their site by as much as 80%.
Recently in my newsletter, I recounted this story...
Facebook Discovers 300,000 Invisible SwedesBut today we have something even more delicious.
Facebook "metrics" have a long illustrious history of being laughable bullshit. Anyone who believes their numbers is an idiot. Here's a lovely example.
According to a recently published report, Facebook says they reach 1.5 million Swedes between the ages of 15 and 24. The problem here is that Sweden only has 1.2 million of 'em. If Facebook reached 100% of them, they'd still be 300,000 short. Sometimes I think Facebook's calculations are done by bloggers.
According to Brian Wieser of Pivotal Research Group, one of the industry's most respected media analysts, Facebook is at it again.
Facebook's Ads Manager says that the website is capable of reaching 41 million Americans between the ages of 18 and 24. The problem is there are only 31 million Americans of that age. But hey, what's 10 million people here or there?
We always knew that Facebook was an amazing company, but their ability to reach non-existent people sets a new standard for the online ad industry -- which has always prided itself in imaginary advertising accomplishments.
Perhaps the only area in which Facebook can exceed its amazing use of metrics is its amazing use of language. When they were asked to explain the bullshit they were peddling, they had this to say about their numbers...
"They are designed to estimate how many people in a given area are eligible to see an ad a business might run. They are not designed to match population or census estimates."Oh.