Facebook’s Tweak May Cause Organic Page Impressions to Drop

The social network is rolling out a change to the way it filters that metric through Oct. 28

Facebook page admins may see fewer organic impressions for their pages and posts ismagilov/iStock

Facebook page administrators may start seeing a dip in organic page impressions this month, but likely nowhere near the scale of the social network’s January 2018 change to its News Feed algorithm that rocked the media industry.

Social media industry commentator and consultant Matt Navarra shared what appears to be part of an email from Facebook to page admins or social media managers in a tweet.

UPDATED: Facebook addressed the upcoming change in an update to a February 2018 blog post regarding page insights.

The social network wrote, “As part of our continued effort to make it easier for businesses to make comparisons across paid and organic channels, we’ve made an update to the way we filter repeat organic impressions to be more aligned with the methodology we use for ads. This is not a change in distribution, but a change in the way we filter out repeat organic impressions that occur within a short amount of time. Other engagement metrics will remain the same.”

In the text shared by Navarra, the social network issued an alert that it is updating the way it filters repeat organic page impressions to mirror the methodology it uses for ads.

Facebook said it began rolling out the change Thursday, and the rollout would continue through Oct. 28, so page admins may not be able to detect any changes until the process is complete.

The text read, “Specifically, we will be updating the time frame for which we filter out repeat organic impressions from a same person. As a result, you may see less organic impressions for your page and posts.”

The social network said metrics such as reach and engagement will not be affected, adding, “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.”

david.cohen@adweek.com David Cohen is editor of Adweek's Social Pro Daily.