Marketers utilising Facebook’s Audience Network no longer need be concerned with paying for unintentional clicks of their adverts.

Accidental clicks no more

Brett Vogel, Facebook’s Product Marketing Manager, has announced their metrics will no longer be including false clicks in the analytics released to publishers and marketers using the service.

When a user backtracks to their original page within two seconds or less, Facebook will dismiss these clicks from the provided analytics. However, the two-second threshold is just a starting point.

But where do we go from here?

For those publishers concerned their bottom line may be less robust as a result of the new accounting, Vogel has also specified that the vast majority will not be affected.

By and large, the ads generating significant clicks aren’t being watered down by the accidental browsing. The new change is meant to curb dissatisfied experiences of perspective audiences.

A new metrics system will now share a count of billable and non-billable impressions. Advertisers will not be paying for non-human traffic but the number will still be available. 

Have you found accidental clicks to be an issue? Are you ready for refined analytics? Let us know what you think in the comments section below.