The world’s largest social network is to stop passing on data about likes or shares to advertisers in an attempt to simplify the way companies pay for ads and measure their success.
In the coming weeks, companies that advertise on Facebook using cost-per-click will only receive information about clickthroughs – if a Facebook user clicked on an ad or left the site because of an ad.
No data about likes, comments or shares of ads or other commercial content will be passed on to advertisers.
However, it appears that the decision is not motivated by user privacy concerns. Advertisers will now only be charged when a user clicks on the ad, and in a blog post announcing the update, Facebook claims that providing data on all of these metrics actually made it harder for companies to understand if a campaign was successful.