Facebook is changing the way it calculates reach on organic page posts, bringing it on par with the way it calculates reach on paid posts. The company also redesigned its Page Insights on mobile, to help page admins measure their post metrics more effectively.
In a blog post announcing its latest changes, Facebook explains it is changing the way it calculates page post organic reach. Previously, organic reach was based on how many times posts were delivered in News Feed. Now, a post has to actually enter a user’s screen in order for it to be counted. Up until now, this was the way Facebook calculated reach on paid posts only – the methodology will be used from now on for organic and paid posts.
The change should provide more consistent data, but non-believers can see the old calculation next to the new calculation for the next few months. The comparison will also be available in the Page Insights API, and the data you can download as a report.
Facebook explained that “this is a change in the way that we measure reach, not a change in News Feed distribution,” so all other “engagement metrics will remain the same.” The change should give page admins more precise measurements, thus some may see lower reach figures than previously. In any case, it’s a better approach, as it also standardises the way in which reach is measured across organic and paid posts.
As far as the mobile redesign of Page Insights is concerned, Facebook says it is moving the most commonly-used metrics to the top of the screen, as “businesses want simple and quick access to their Page reporting.” The metrics include,
– General Page diagnostics, such as number of likes, reach and engagement
– Results of actions recently taken, such as recent post performance
– Preview of new Page engagement, such as demographic information on new followers
Facebook says that these updates “make the insights businesses care most about more easily accessible” and help page admins focus on the content that really generates the most traction. The updated Page Insights have been found to be more valuable than their older version, so Facebook is rolling out the new design globally.