Facebook Changes Reach Metric

Have you noticed a change in reach for your Facebook page? You may have noticed the number was a little crazy on the positive side for most people. IMEG would like to take a moment to explain why these numbers may have changed for you..

Facebook changed the definition of its “reach” metric. Reach is basically the number of Facebook users who have seen your postings in a 28 day period. Reach is counted when a post is loaded in a user’s newsfeed. It seems before they only counted desktop views in the feed but now Facebook claims they will now include mobile views. Due to the large number of mobile users, we will now have a more precise figure of how many people we are reaching. One thing we would like to note that did disappoint us a little is that they will not segment in any reports how much reach comes from desktop users vs. mobile devices. The data will be a combined aggregate number.

One more change that seemed to happen at the this time is that fewer stories will be loaded in the Feeds at a one time. The good news is that now the actual number of impressions should be more accurate due to the fact that reach and impressions are counted upon load. The reach metric previously included impressions that users might not have seen due to the high volume of stories posted at one given time.

In closing, the addition of mobile to the reach metric may make reach number higher, but the News Feed change could make it lower. Whether or not the two will balance each other out is unclear.

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