Facebook will now focus on the number of views of content. Accordingly, impressions will be the main metric for content owners.
Facebook, under the Meta umbrella, has decided to make a radical change in its content performance measurement. Accordingly, it has determined the number of impressions as the main metric across Facebook. This move will make Facebook's measurement system compatible with Instagram. However, it also brings concerns about transparency.
Facebook will now focus on the number of views of content
Adam Mosseri previously said that they wanted to provide content creators with more consistent and understandable metrics to track their performance. Accordingly, he stated that they have switched to an impression-based system. In videos, an impression is counted every time the content is played, while in other types of posts, the content will be counted as soon as it appears on the user's screen.
Meta has standardized its metrics system across its Threads platform, based on impression counts. The company said it aims to provide clearer information about the engagement of content with this change.
While the impressions metric can be useful for brands and businesses to analyze performance, it may not provide meaningful numbers for the average user. Knowing how many times a post appears on screen is not enough to understand why the content resonates with the viewer.
The shift toward impression-focused metrics is part of a general trend in the tech industry. Platforms are constantly updating the way they measure and encourage user engagement. The changes to X have been similar, with posts that have begun to prioritize impressions.