As a result of changes in how impressions are measured, Facebook pages are likely to see organic impressions falling. Matt Navarra broke the news on Twitter today, saying that between October 17-28, the updates were rolling out.
Specifically, Facebook updates how to measure repeat organic page impressions. Changes will affect the time frame in which the same person measures organic experiences.
As a consequence of impressions not counted as often, pages may see fewer organic impressions. Facebook says, however, that it can not have estimates:
Why is the
switch being made?
Facebook states that this update does not change anything, including scope, related to delivery and other interaction metrics. All of these will stay the same, says the company.
The move is being made to bring the measurement of organic impressions more in line with how paid impressions are measured, according to the memo posted by Matt Navarra.
The update will make accurate comparisons between organic impressions and paid impressions simpler for companies.
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