I don't think this data is correct. FB has 1.4B Daily Active Users. 1.4B * 30 days = 42B visits/month. That's a lower bound because many Facebook DAUs visit mo

I don't think this data is correct. FB has 1.4B Daily Active Users. 1.4B * 30 days = 42B visits/month. That's a lower bound because many Facebook DAUs visit more than once per day. So the baseline number that this blog cites (~22B visits/month) is almost certainly incorrect. -5% from that baseline might be significant, or it could be sampling bias.