Traffic numbers provided by companies should always be questioned — I mean, of course each company is going to try to present the data in a way that makes them look as good as possible. Which is what New York Times finance writer Andrew Ross Sorkin has understandably done, going to town on Facebook for how it counts its active users in an article out tonight called “Those Millions On Facebook? Some May Not Actually Visit.”

His main criticism is that Facebook counts 845 million monthly active users and 483 million daily active users, but gets to these numbers by including people who click “Like” or take another action on the web or mobile devices — but don’t visit Facebook.com during that time. Because they’re not visiting the home site, where the ads are, he suggests Facebook might not be making as much money off of them.


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