A few months ago, Facebook (FB) reported that its video-ad metrics were overinflated and that they didn't represent the true viewership for the ads.
The stock took a small hit, but mostly shrugged off the news as a non-event. It probably would be a non-event had the company not announced that another metric for its ads did the same thing.
The numbers varied by situation. For instance, in some cases the average time spent on an article was overstated by 7% to 8%, whereas in other cases double-counting certain users may lead to a 55% decline in advertisers' 4-week numbers.
It's obviously that Facebook wasn't making a deliberate effort at deceiving its customers. The company has said the new changes won't impact billing - which is what investors want to hear - and perhaps that will be the end of it.
After all, companies still want Facebook as an efficient way to reach its customers. On the other hand though, with the customer-reach numbers clearly overstated, perhaps advertisers will think twice before piling into Facebook.
Shares of Facebook closed at $116.34 Wednesday, down 0.7%.