July 24, 2021
Twitter measurement

Snapchat, Facebook, Twitter Measurement Produce Mixed Results

Social networks Snapchat, Facebook, Twitter measurement provides different scenarios, with accuracy challenges for each platform to face and overcome…

Snapchat, Facebook, Twitter measurement demonstrate social media marketing analytics aren’t perfect. Late last year in December, Facebook disclosed Instant Articles metrics discrepancies. Twitter, as well, suffered its own measurement problems. But Snapchat just introduced an integration with third-party provider Moat for the U.K. and France that gives better analytic insight to video ads. The feature is already live in the United States, launching in June of last year.

Snapchat, Facebook, Twitter Measurement: the Good and Bad

Between platforms Facebook and Twitter, four measurement mishaps have occurred since September of last year. Facebook states it fixed the faulty data but ad buyers remain skeptical about its accuracy.

Meanwhile, rival Snapchat has partnered with 15 companies, including Nielsen and Millward Brown to improve its measurements for businesses. “They very quickly realized their aggressive growth targets need third-party measurement, not just the same old marking-your-own-homework,” Alex Smith, head of digital planning at Maxus, told Digiday.

Digital advertising is ruled by the so-called Facebook-Google duopoly. Both are giants in their respective spaces. Facebook boasts 1.79 billion users and Google earns billions through AdWords, YouTube, and other platforms under the Alphabet umbrella. 

Each social network and internet platform provides marketers with useful options. However, not all of these are available from one to another, leaving businesses to decide which is the best fit. One concern is artificial counts due to bots. Technology allows number manipulation, so it’s somewhat of a mystery how many humans versus how many bots see ads.

Options are important. For instance, a fast-food business choose to use Facebook over Snapchat for a recent campaign because Facebook provides in-store tracking. But it’s clear all platforms are ramping up their tools to capture more market share.

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