Opinion: Marketers are unsure if they can trust data from Facebook – “From impacting the most recent U.S. presidential election to internal workforce issues, Facebook received attention for reasons other than its network and ad platform in 2017. The topic weighing heaviest on marketers’ minds? The platform’s long list of measurement mistakes. Facebook is the world’s most popular social network, with incomparable reach and real value for marketers. However, as engagement on the channel increases, marketers are in a pickle. While they want to track and support valuable experiences on Facebook, they’re unsure if they can trust the channel’s metrics. And in an omnichannel sales environment, metrics matter more than ever before. Without understanding where sales leads come from, it’s difficult to execute marketing campaigns that maximize return on investment…”