Improving Page Insights to Help Businesses Understand the Results that Matter Most

Update 10/17/2019: As part of our continued effort to make it easier for businesses to make comparisons across paid and organic channels, we’ve made an update to the way we filter repeat organic impressions to be more aligned with the methodology we use for ads. This is not a change in distribution, but a change in the way we filter out repeat organic impressions that occur within a short amount of time. Other engagement metrics will remain the same.

Businesses expect metrics to give them a clear understanding of the outcomes that matter most. And as our principles outline, we’re always improving our marketing solutions and investing in what works best for people. That's why we're making two updates to Page Insights to help businesses better understand how their Pages are performing.

Businesses use the reach metric in Page Insights to see how many people their posts reach. For Pages, we’ve historically calculated reach based on how many times a post was delivered in News Feed. And for paid ads, we use a stricter definition that only counts reach once a post enters a person's screen.

We previously announced this change, and starting Monday, we will update how we measure 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. 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.

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.