Don’t Panic, Organic Impressions Are About To Take Another Blow On Facebook

Facebook has not responded to our request for comment, but according to the email shared by Navarra, the company will update the way it filters repeat organic impressions to better align with the methodology used for paid advertising on its platform.

According to the same email, the change began rolling out on October 16 and should be completed on October 28.

Facebook explained that the change will only affect organic impressions but that other metrics such as reach and engagement should remain identical:  “We are unable to provide any estimates for how this update may affect your page, if at all. Fluctuations in impressions for Facebook pages and posts continue to be normal, as impression counts can be influenced by many factors over time.”