What is the most annoying to advertisers? Paying for clicks and impressions that were unintentional, at best. It seems Facebook has a solve for this now.

Trust is not an easy thing to earn. It’s even harder to maintain. After a few issues with ad reporting, some could argue that advertisers may have lost some faith into Facebook’s true ability to only charge for real ad impressions and intentional clicks. Today the company is bringing two major updates to show its commitment to provide accurate results.

Bye Bye Unintentional Clicks
First, unintentional clicks on ads in Audience Network will no longer be taken into account, reported nor charged. Bad ad placements often result in users clicking on an ad by accident. These interactions are usually quick to end as the user understands its mistake. Now advertisers won’t be charged for them anymore.

Starting immediately, Facebook will measure the time spent on a landing page following an ad click to establish whether it was an international click or not. The threshold has been fixed at 2 seconds. If a user spends less that on the landing page, the click is not reported and the advertisers does not get charged for it.

Total, Gross And Auto-Refresh Impressions
Facebook is adding two new metrics for advertisers to truly measure the results of their campaigns: Gross impressions and “auto-refresh” impressions.

Gross impressions encompass all impressions, billable and non-billable.  An impressions is considered non-billable when it occurs after your budget was spent, when it is served to the same person within a short timeframe or if it was identified as fraud.

Auto-refresh impressions provide a granular look at impressions generated from right-hand side placements. Not many users noticed it, but right column ads are not static on Facebook for desktop. They are in fact auto-refreshed regularly so Facebook can serve more ads within its property. Auto-refresh impressions will tell you how many of your ad impressions are a result of a browser refresh

With these two updates, Facebook is not certainly trying to stay honest and regain some well needed trust among advertisers. But the truth remain the same: can we really afford to not advertise on Facebook?