Dive summary:

• In an embarrassing about face for TBG Digital, the social media agency has revised the findings of it's report that concluded Facebook outperformed twitter ads by four times.
• The report compared Promoted Accounts on Twitter with Newsfeed Ads on Facebook, but after receiving pressure from critics, says they were not "comparing like for like".  Rather, they should have compared the Newsfeed ads with Promoted Tweets.
• Carolyn Prenner, a spokesperson for Twitter, said, "With Promoted Tweets, we've seen engagement rates from 1 to 3 percent on average. On mobile, the engagement rates are even higher."  This is much higher than the .24% click through rate cited in the report.
• In the retraction, TBG Digital said, "...our focus is on driving quality traffic, fans and followers for our clients and CTR is only one metric which we measure.  We pride ourselves on delivering insightful and reliable data so we would like to apologize for any confusion this may have caused."

From the article:

In the rush to compare advertising engagement levels between Twitter and Facebook last week, TBG Digital made a hasty and significant error. The social media marketing vendor originally reported that Facebook mobile ads outperformed Twitter by at least four times, but days later it reversed its finding, admitting that it was "not comparing like for like."

While the desire to juxtapose largely incomparable channels like Twitter and Facebook is understandable, the fact of the matter is that most brands already know that such guesswork is an effort in futility. In its report, TBG Digital compared...