Facebook has reportedly been offering credit to advertisers following a bug in its software.
According to The Wall Street Journal citing people familiar with the matter, a bug in the social network’s conversion lift tool produced erroneous results for 12 months.
The issue caused concern among retail marketers who have been spending more heavily on social campaigns to offset losses caused by COVID-19.
Marketers boosted their spending and direct-to-consumer ad platforms by around 5-10% during this period.
Advertisers who used the conversion lift tool between August 2019 and August 2020 have been offered credits to cover for erroneous results.
Facebook also said it has now fixed the glitch.
Florian Adamski, global chief executive of media agency OMD Worldwide told The Wall Street Journal:
“This is not an easy fix. It’s not like, pay a couple thousand or million bucks and it’s over. This goes a lot deeper and we need to find out how to rectify the damage done and make sure it doesn’t happen again. If there is no governance or third neutral party looking at our investment tools, I can’t sleep well at night and my clients can’t sleep.”