Facebook has mistakenly calculated the effectiveness of many ad campaigns over the past few months as the company has contended with changes Apple made to its iPhone software.

In some cases, Facebook says initial reports to some advertisers showed campaigns were 15% less successful than they actually were, producing more sales than originally believed. It’s “gotten harder to measure your campaigns on our platform,” Graham Mudd, Facebook’s vice president of product marketing, writes in a blog post published Wednesday.

Facebook also reiterated a warning made during its last quarterly earnings report: Its third-quarter figures will be more impacted by the new Apple software than previously this year.

Leave a Reply

Your email address will not be published. Required fields are marked *