When it comes to gauging the impact of your dealership's advertising and outreach operations on Facebook, it's safe to say that this social platform leaves a lot to be desired. In fact, with everything from understating Instant Article reporting metrics to having to refund marketers due to a program bug that overcharged members of its advertising network, there's no denying that concerns abound for organizations that attempt to connect with customers via Facebook.
Unfortunately for Mark Zuckerberg and the rest of the crew over at 1 Hacker Way, the latest bit of research to hit the web proves once again that the lackluster trend of transparency (and unreliable results) currently plaguing this tech and social giant hasn't quite run its course yet.
As Lara O'Reilly of The Wall Street Journal reports, Brian Wieser from the Pivotal Research Group recently released a damning account of the misrepresentation (and outright fabrication) of audience numbers via Facebook's Ad Manager tool. Specifically, Wieser notes that Ad Manager makes the bold claim of being able to reach a potential audience of 41 million 18- to 24-year-olds in the United States (U.S.).
The only problem? U.S. census data from 2016 shows that there are only 31 million total individuals who fall into this demographic.
Inconsistent reporting and unverifiable claims across a variety of demographics in Wieser's report (and not just the example presented above) come together to craft a less than stellar image for the biggest competition to Google's online advertising empire. However, Facebook has issued a rebuttal to such condemnations, stating that "[Facebook user numbers] are not designed to match population or census estimates."
Naturally, offering up such a milquetoast response to allegations as damaging as those presented by Wieser and company don't do much to instill confidence in other members of the digital advertising world - and organizations, like your dealership, that are trying to make the most of their valuable marketing resources.
Want to dig even deeper into the story surrounding the Pivotal Research Group's controversial report on uncertain Facebook advertising reach metrics? Then go ahead and check out the complete scoop over on The Wall Street Journal by clicking the button below. Additionally, don't forget to check out our in-depth look at why advertising on Facebook isn't all that it's cracked up to be for dealerships.