As of Tuesday, May 1st, we will replace all estimated Facebook views for static posts with Facebook Page Post Impressions (sourced directly from the Facebook API). Up until this point, Facebook Views for static posts had been estimated as 15% of the influencer’s Page reach. On May 1st, 2018 we will replace all estimated Facebook views with Facebook Page Post Impressions directly in our Analytics suite. There are a few things to note about these changes:
- The definition of an impression: A Page Post Impression, as defined by Facebook, is the count of the number of times a post from a Facebook Page is displayed. Users may see multiple impressions of the same post. For example, if someone sees a Page update in News Feed and then sees that same update when a friend shares it, that would count as two impressions.
- Your campaign analytics will change: All your new and existing Facebook posts in Tap will report views using this new impression metric after May 1, 2018. This means all estimated views for Facebook posts will be replaced with Page impression data. This will likely change the results of your past and present view metrics in your campaign analytics.
- Profile vs Page impressions: After the transition from estimated Facebook views to Page post impressions, existing Facebook posts published by an influencer with a profile rather than a page will show a facebook view value of “0." This is because Page post impressions only come from creators with Pages, not profiles. The vast majority of influencers who publish content on Facebook through TapInfluence have Facebook Pages, not profiles.
- Removed Facebook posts: After the transition from estimated Facebook views to Page post impressions, prior Facebook posts verified in Tap that are no longer live will show Facebook views as the last value reported when the post was still active.
You will notice that, after May 1, 2018, Facebook views in the analytics tab will no longer include the "estimated" icon and the hover-over text will explain that source of the data (see graphic above).
We’re excited about this new development, and we’re here to help you through this transition! Please reach out to your Account Manager with any questions or concerns.