Retailers and other advertisers on Facebook’s Audience Network will no longer have to pay for consumers who accidentally click on their ads.

Retailers and other advertisers on Facebook’s Audience Network will no longer have to pay for consumers who accidentally click on their ads, the social network announced on Tuesday. Audience Network is the social network’s mobile ad network.

“Ad placements that are built to drive unintentional clicks run counter to that goal. While they can be profitable for publishers, they fail to deliver good experiences for businesses or people,” writes Brett Vogel, Facebook product marketing manager, in a blog post. “For advertisers, these kinds of unintentional clicks can drive down the value of their campaigns.”

Examining drop off rates—the time a user spends on the landing page of an ad—Facebook determined that consumers who spent less than two seconds on the destination page almost always clicked accidentally. “Moving forward, we will no longer count clicks categorized as unintentional in advertiser’s campaigns,” Vogel writes.

Facebook says it is testing ways to reduce the number of unintentional clicks consumers make to try to prevent users from accidentally clicking in the first place.

This is an example of an ad with a design that could lead to an unintentional click

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Facebook is also rolling out two new ad metrics to help advertisers understand the number of ads that Facebook has presented to consumers. They are:

Gross impressions, which seeks to capture all impressions, regardless of whether they are billable or non-billable. Impressions aren’t billed if they were delivered after an advertiser’s budget was spent, are served to the same consumer within a short time or are due to detectable fraud. Gross impressions aims to give marketers the opportunity to quantify non-billable impressions.

Auto-refresh impressions, which aims to offer a granular look at impressions generated from right-hand side placements. Ads placed on the right-hand side of the desktop news feed are automatically refreshed with a new set of ads after a period of time. Auto-refresh impressions present marketers with the number of impressions a right-hand side ad receives as a result of a browser refresh.

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