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Facebook Bugs Caused Deflated Reach Metrics: What This Means For You

1358376236_social_facebook_box_blueYou may have noticed that reach numbers on your Facebook Insights Reports have been lower than you expected for the last several months. We’ve certainly heard from some of you that this was the case, and we’ve spent a lot of engineering hours investigating on our end, only to determine that nothing was wrong (on our end).

This morning, Facebook announced that in an effort to speed up its mobile apps, the social network accidentally stripped out too much data about news feed posts by brand pages. This issue only affected Facebook Insights reporting, according to Josh Constine of TechCrunch who spoke with representatives at Facebook early this morning, and was limited to incorrect reach counts.

Ad Insights have not been affected, and no one was over/under-charged, according to Facebook.

Facebook reportedly discovered the issue during a systems audit, and immediately took steps to remedy the calculation error. It seems that over the last six months, the network has made faster Android and iOS apps a major priority. In order to speed these apps up for a segment that’s growing exponentially, Facebook limited the amount of data needed to display newsfeeds. When they did this, they stopped sending markers that count post views.

What does this mean for Simply Measured customers?

1. Most importantly, Facebook has put extensive fixes and corrections in place, expanded their Page Insights team and hunkered down in a “war room” to make sure the issue was not only resolved, but wouldn’t happen again.

2. Your Simply Measured data will always reflect the most accurate information available to us. We’re communicating with Facebook to make sure that this is no exception, and we’ll be updating your metrics as Facebook does.

3. Your reach metrics within your Facebook Insights Reports should – in most cases – increase. While this isn’t exactly an accurate jump, it will be easier to watch than if the error had been inflating your statistics.

If you have any questions about how this will impact your Simply Measured product or service, don’t hesitate to reach out to your Account Manager, or email

Kevin Shively

I lead marketing for Simply Measured. Recovering journalist. My team is embarrassed of my hilarious jokes. Firm believer that the best marketers are the best storytellers and the best storytellers use the best data.

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