In what has become a recurring theme, Facebook, Inc. (FB) disclosed yet again that it has discovered inaccuracies in the advertising metrics issued to advertisers. Facebook provides the data regularly because it believes the data help advertisers get a better view of the number of people they can expect to reach with their ads. But the data have proven to be unreliable.

In a blog post on its website, the Menlo Park, Calif.-based social media giant said it discovered two new discrepancies with its live video streams, including possible miscalculations with how users react to original posts and the number of reactions when the posts are shared. The company promised that it will fix the issue in new live videos starting in mid-December. (See also: Facebook Discloses Inaccurate Ad Metrics.)

Another error the company discovered has to do with how Facebook tallies the number of likes and shares for posts that users search for by entering a URL into the Facebook search bar. Facebook didn't give a timetable for when it will have a fix for this issue, but the company said it is working to resolve the problem and will announce when an update is available.

This latest ad-related gaffe comes on the heels of the company disclosing last month that it had overstated four advertising metrics to brands, although the company said none of the metrics affected its billings. In last month's incident, Facebook said the metric used to gauge the "organic reach" of posts had been inflated and that the actual reach might have been as much as 55% lower. (See also: Zuckerberg in Public Office? FB Board Thinks It's Possible.)

Plus, in September, the company admitted that it had overestimated the time users spent watching video ads. In this most recent case, however, it seems that Facebook actually underreported the number of videos that were watched to completion, meaning that the miscalculation hurt its own metrics.

It remains to be seen to what extent this latest issue with ad data affects the company's efforts to regain the trust of its advertisers. But given Facebook's global reach and technological capabilities, it's hard to image that advertisers have a better alternative than what Facebook offers. (See also: Facebook Is Using AI to Tackle Fake News.)

Facebook shares closed Monday at $117.77, down 1.91%. The stock has risen 12.53% year to date, compared with a 10.42 rise in the S&P 500 (SPX) index.

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