Here’s big news for Facebook advertisers! Today, Facebook updates how it measures people’s counts. After adopting a new verification approach to eliminate bot accounts and scammers, the platform now updates how it measures people’s counts via the Facebook Accounts Center.
Facebook Accounts Center is an optional feature to sync a user’s Facebook, Instagram, and Messenger together. It allows Facebook Pay on all 3 apps, multi-platform post sharing, and no longer re-entering log-in details to each app. When the accounts are not synced, Facebook will treat each profile as separate. Thus, the platform will measure each profile as a single count. For those who sync the 3 accounts, they will only be counted as one.
Facebook updates how it measures people’s counts on 12 October 2021.
Implications for Marketers:
Facebook notes that the updates on how it measures people’s counts are about respecting users’ choices. For marketers, it can potentially expand a brand’s reach. But still, it may be a questionable estimate.