Babar Khan Javed
Feb 12, 2018

Facebook updates measurement and interface for Page Insights

The update will dramatically impact the organic reach achieved by advertisers and agencies, while artificially raising the engagement rate as a net result.

Facebook updates measurement and interface for Page Insights

Starting today, views on Facebook's newsfeed won't be counted in organic reach.

Announcing the change, Facebook added that the number of times a post appears on the screen of a user will determine the number of views it has generated and not simply the times it has appeared in the newsfeed, which means the measurement is now consistent to the standards of ad reach.

All factors remaining constant, advertisers and agencies can expect to see organic reach plummet, while the engagement and clickthrough rate will artificially rise as a result of the adjustment. This means the benchmarks for paid social engagement rates and conversion rates will change. Due to the way organic reach was measured, advertisers and agencies have for long considered the results to be another vanity metric.

Another update has been made to the user interface on Page Insights for mobile.

Including organic reach, advertisers and agencies will now be shown three primary metrics, considered to be the most commonly used metrics to determine post success: 

  • 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

While the changes will result in a drop in organic reach, they will represent a much more accurate metric of achieved impressions, while the newsfeed changes will impact the likelihood of a post organically appearing on a person's timeline.

Source:
Campaign Asia

Related Articles

Just Published

17 hours ago

Generation Greytt: The trillion-dollar market that ...

Armed with unprecedented pocket power and digital savvy, the over-50s are redefining what it means to age. Yet businesses remain fixated on youth, overlooking a demographic that's more adventurous, connected and ready to spend than ever before. Rajeev Lochan opines.

18 hours ago

TBWA dominates in Japan/Korea AOY 2024 awards

Accenture Song and TBWA walked home with multiple metals at the 2024 Campaign Asia-Pacific Agency of the Year awards for Japan and Korea. Check out the highlights here.

19 hours ago

Hong Kong's unique spirit: A 'Never Normal' love ...

Forget dim sums and skyscrapers, over 40 brands and influencers from Hong Kong join forces to embrace the city's chaotic charm, eclectic character, and resilient spirit in an unconventional campaign.

20 hours ago

Global ad spend to hit $1.08 trillion in 2024 as ...

WARC's latest study also reveals tech giants' intensifying dominance of global ad spend and social media leading unprecedented growth—but regulatory headwinds still threaten to reshape this burgeoning landscape.