Goal faces demands for manipulating its advertising metrics to compete with Apple and Google

MetaFacebook matrix, WhatsApp and Instagram, will be scrutiny in a United Kingdom Court because a complainant alleges that The company has inflated its advertising performance metrics.

And ex -employed Meta, Samujjal Purkayastha, filed the law Shops Adsits advertising product of electronic commerce.

Purkayastha He was part of the company since 2020, until he was fired in February 2025. In his last three years, he was Product Director of the Meta Shops Equipment Team. Previously, I had led AI development teams on Facebook.

The accusations against goal

According to the letter presented in the courts by this former worker, in 2024 internal audits data scientists discovered that The return of advertising investment (ROI) of the target ADS was “inflated” between 17% and 19%.

Goal counted shipping and taxes, unlike other products of rivals like Google or Appleto give the impression that the tool exceeded the competition. A money that, on the other hand, did not reach merchants. Also, Meta included unleashed discounts in his analysis, as remained in the complaint.

In the demand, it is also supported that it also subsidized the pujas In aductions of ad -sometimes up to 100% -, to guarantee greater visibility compared to other campaigns. In this way, the impression that Shops ads achieved better results.

Internal documents suggested that between 70% and 80% of these campaigns exceeded the traditional ones, an inflated figure compared to 60% that was the usual reference of the company.

In the file presented, bad praxis related to the Data monitoring. Purkayastha’s demand states that Meta used systems that linked personal information with purchases in external sites. Thus, supposedly, it would be counteracting the changes implemented by Apple in 2021 to increase the privacy of its users, something that would have harmed the goal (promoting losses estimated at 0,000 million dollars). Instead, direct purchases on Facebook or Instagram Shops pages allowed to collect their own data.

The finish and the former worker reaction

For its part, Goal has denied accusations. The gigantic company has assured that its advertising practices are solid and that it will defend the case in the courts.

At the moment, a magistrate has rejected the request for precautionary measures presented by Purkayastha to recover your position. However, the legal process continues and a complete audience is expected that will take place next year. The complainant has expressed his disappointment for this initial decision of the judge, but has been confident that, when presenting all the evidence, the court fails in his favor.

Meta also dealt with court in the United States

In parallel, goal faces a Collective demand for similar accusations in USA. In the litigation, their measurement practices and their relationship with advertisers are also questioned. According to the accusation, goal would have manipulated its figures, exaggerating the scope by adding up to 400% of yield. At the moment, the Supreme Court of the United States He has rejected the appeal presented by goal, so the dispute continues.

From January to September 2024, the company led by Mark Zuckerberg entered 116.1 billion dollars for its advertising services.