After the grand change in the News Feed which resulted in the drop in Page reach, Facebook has declared another momentous change to their reporting process that will further bring down the reachability in the Pages.
What did Facebook comment on this?
“For Pages, we’ve historically calculated reach based on how many times a post was delivered in News Feed, but for paid ads, we use a stricter definition that only counts reach once a post enters a person’s screen. Starting Monday, we will update how we measure the organic reach of Pages to be more consistent with the way we calculate reach for ads. This is a change in the way that we measure reach, not a change in News Feed distribution, and other engagement metrics will remain the same.” They also said “This will provide Page owners with a more precise measurement of their audience and offer a more consistent measurement methodology across both our paid and organic reach reporting. Since this is stricter reporting, some Pages may see lower reach figures than before.”
How much will this affect the publishers?
Jon Loomer, Facebook AD expert declared and warned that the actual viewable impressions would reach a decline of 20% much this is not a turndown in a literal sense. And to help out the Page managers, Facebook will keep on reporting the old and new measurements for some time. They announced, “We know some marketers may rely on the previous metric for their own reporting, so over the next few months we will continue to provide the old reach metric alongside the new one in the Page Insights overview section and in the Page Insights API and export.”
Other than this, Facebook is also updating the Page Insights on mobile that will make it easier to check and measure the performance easily. They stated “With this redesign, we’ll put the most commonly used metrics up top which include:
- General Page diagnostics, such as number of likes, reach and engagement
- Results of actions recently taken, such as recent post-performance.
- Preview of new Page engagement, such as demographic information on new followers”