Summary
Facebook announces significant updates to its metrics to enhance reliability for partners. Key changes include fixing a bug in Page Insights that overestimated organic reach (33% less for 7-day, 55% for 28-day) and adopting viewable impressions for organic reach, reducing it by 20%. Video completion metrics will increase by 35% due to a tracking fix.
Instant Articles time spent was over-reported by 7-8% and is corrected. App Analytics referrals are overstated by about 30%, fixed soon. Interest Lists are retired, affecting follower counts minimally.
Facebook also clarifies metric names (e.g., '3-second video views'), calculations, and definitions across tools. To improve verification, it expands third-party partnerships with comScore, Moat, Nielsen, and IAS, and forms a Measurement Council. Regular updates will be communicated via a new Metrics FYI blog.
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