How Facebook Is Changing the Way It Reports Organic Reach for Page Posts

A redesign of Page Insights began rolling out today for iOS and Android

A new look for Facebook Page Insights Facebook

Facebook revealed a redesign of its Page Insights, which is rolling out globally starting Monday for iOS and Android, as well as a more accurate way for page administrators to gauge the effectiveness of their organic posts.

The social network announced in a blog post that it has historically calculated page posts’ organic reach based on how many times those posts were delivered in News Feed, while for promoted posts to count, they had to have actually entered a user’s screen.

Now, Facebook will deliver page posts’ organic reach using the same methodology as it has for promoted posts, in order to provide more consistent data. For the next few months, the social network will provide a side-by-side view of the old and new ways it reports organic reach in the Page Insights overview section, the Page Insights API (application-programming interface) and in the data it exports.

Facebook said in its blog post, “This is a change in the way that we measure reach, not a change in News Feed distribution, and other engagement metrics will remain the same. This will provide page owners with a more precise measurement of their audience and offer a more consistent measurement methodology across both our paid and organic reach reporting. Since this is stricter reporting, some pages may see lower reach figures than before.”

As for the redesign, pictured above, Facebook said it was moving the most commonly used metrics to the top, including:

  • General page diagnostics, such as likes, reach and engagement.
  • Results of actions recently taken, such as recent post performance.
  • Previews of new page engagement, such as demographic information on new followers.

The social network said in its blog post, “The goal of these updates is to make the insights businesses care most about more easily accessible. 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. So far, page owners testing the redesign have found the updated Page Insights to be more valuable than the old version.” David Cohen is editor of Adweek's Social Pro Daily.