In light of growing frustration from advertisers after Facebook announced more faults with its measurement metrics, the tech company is making strides to become more transparent and upfront. Facebook announced three major updates to the company’s measurement offering on Tuesday, including the launch of a “measurement council,” more third-party verification measures and the introduction of a “Metrics FYI” – a blog that will publicly discuss any other discovered errors or bugs. Some of the most recently announced accidental measurement “exaggerations” involved features like Instant Articles, video and Page Insights, rendering those metrics incorrect. After coming clean with the latest slew of errors, Facebook was quick to reassure clients with the promise to offer more third-party measurement to advertisers. In a statement, Facebook said that with those moves, like the addition of the Measurement Council, the goal moving forward is to “communicate more regularly about our metrics, so that our partners can focus on doing what they do best – serving their customers – with the best insights possible.”

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