There is a class-action suit against Facebook since 2018 alleging that its Potential Reach measure was inflated. Facebook’s major source of revenue is the targeted advertising. Prices are dictated by many factors including the number of users likely to see the campaign. It was in the knowledge of Facebook that Potential Reach was inflated and misleading. Still no steps had been taken by the Facebook to rectify the situation. It had not deleted duplicate or fake accounts. Thus revenue is earned on wrong data. Facebook contends that Potential Reach is a free tool. It is optional for the advertisers to be guided by it. It has nothing to do with the delivery of ads.

The budgeting of the advertisers is affected by Potential Reach. Facebook has not fixed the tool to avoid inaccurate reporting about the audience. This is done to maintain its bottom line.