Your organic Page impressions may soon drop as Facebook is rolling out a change to how it counts real impressions to better match its ad metrics.
The change will happen through October 28. But don’t panic, the drop should not be as important as what happened back in January 2018 when Facebook changed its News Feed algorithm.
The news was first announced by Matt Navarra who shared an extract of what is said to be an email sent from Facebook to Page Admins:
Bad news, social media managers…
Facebook is changing how it calculates organic impressions meaning it will likely show a decline.
Changes rolling out between Oct 17 – 28 pic.twitter.com/3QHuUqbCDZ
— Matt Navarra (@MattNavarra) October 17, 2019
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.”