In a move that has been far too long in the making, Facebook has announced they are addressing the impact of accidental clicks in Facebooks Audience Network (this is where Facebook run ads in other people’s apps).

Product Marketing Manager Brett Vogel from Facebook announced they will no longer be charging for the accidental clicks and they will also be excluded from metrics shared with publishers and advertisers.

So how do they determine what is an accidental click? Great question, essentially, any instance where the user has clicked the ad, then bounced back in less than two seconds. Vogel clarified that this two-second threshold is a “starting point” and that Facebook will be monitoring this with the potential to adjust it if necessary.

“Unintentional clicks end up delivering really poor experiences for people and advertisers,” Vogel said. “It’s not a good path for publishers to build sustainable businesses.”

I don’t need to sell you on the benefits of this new move. As digital marketers, we have been asking for this for some time now. Nice move Facebook.