Quarterly Social Data Optimizations

On the first Tuesday of the last month of each quarter we update the Spend and Impression totals in each market to account for differences between our projected figures for the quarter, and the actuals announced in quarterly earnings.

2020 Social Data Optimizations

On Monday, April 19th, 2021, we will be introducing a change to our social spend methodology and a few other data optimizations. See below for the details:

  • Moving forward, on the first Monday of the 3rd month of each quarter (March, June, September, December) we will update the Spend & Impression totals for each market for Facebook, Twitter, and Instagram to account for differences between our projected figures for the quarter, and the actuals announced in quarterly earnings.
  • As part of this new process, we will be applying a one-time change to update our estimates for Q2 2020 - Q4 2020 to get our data in line with earnings reports. See below for the before and after differences. As you can see Facebook & Instagram exceeded expectations by a large margin in Q4 2020.


  • In response to client feedback, Pathmatics will additionally be adjusting historical spend to account for inflated spend on YouTube (in the US, UK, and Canada) and Yahoo (US Only). Advertisers who ran home page takeovers on YouTube in the US, Video campaigns on YouTube in the UK or Canada, and Video campaigns on Yahoo in the US will all see their spend totals reduced.

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