Facebook turns to viewability to measure page reach, updates Insights interface

Tyrone Stewart

Facebook Page Insights mobileFacebook has made changes to its metrics in order to help businesses gain a better understanding of how their pages are performing on the social network.

Starting today, the social network will bring more consistency across how it measures the organic reach of pages and the way it calculates reach for ads. This means that the number of views on a post will only be determined by it entering a person’s screen, as opposed to how many times the post was delivered in the news feed.

As a result, Facebook says page owners can expect to see lower reach figures than previously in some cases. Although, the old reach metric will appear alongside the new one in the Page Insights overview section and Page Insights API for ‘the next few months’.

On top of the metrics changes, Facebook has redesigned Page Insights for mobile to make it easier to find information on a smartphone.

The redesign sees the most commonly used metrics up top. These include general page diagnostics, results of actions recently taken, and preview of new page engagement.

“The goal of these updates is to make the insights businesses care most about more easily accessible,” said Facebook. “For example, a Page owner can use the redesigned Page Insights to create a new post based off previous posts that have gained the most traction, or create new ad campaigns reaching people in their most engaged demographic.”