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Again, there ARE definition changes. From [1] (an article you referenced): > When a person has more than one account and takes > actions (such as liking photo

Again, there ARE definition changes. From [1] (an article you referenced): > When a person has more than one account and takes > actions (such as liking photos or adding comments) on the separate accounts, these actions may be counted separately even though they were made by the same person. Notice the "may be counted" part (which is pretty vague and it's hard to argue the definition hasn't changed on a vague statement). Judging by the their latest announcement [2], by mentioning "may be counted" in [1], they probably meant this: - If that persons' email was the same on two or more accounts, or they used the same mobile device, we'll count it as the one person - Otherwise, we'll count it as a different person Again, I'm quoting this part from [2]: > For example, if someone used the same email address across their Facebook and Instagram accounts or accessed both platforms from the same device, we counted them as one person when they interacted with ads. The definition of "may be counted" will essentially change after Facebook implements their counting update to: - If a person didn't link their accounts under "Accounts Center", we'll count them as 2 people - Otherwise we'll count them as one person So Facebook won't make any attempts to implicitly associate 2 accounts as 1 person using emails/device IDs as they did in the past. Based on the available data, the definition of what Facebook counts as a "unique person" HAS changed. [1] https://www.facebook.com/business/help/283579896000936 https://www.facebook.com/business/help/283579896000936 [2] https://www.facebook.com/business/news/an-update-on-how-we-count-people-for-ads-planning-and-measurement https://www.facebook.com/business/news/an-update-on-how-we-c...

itake 5y ago
I mean, yeah... FB made an announcement informing everyone that there was a change. I don't see how this requires us to grab our pitch forks over Facebook trying to protect user privacy and making a negligible change to an estimated derivative advertising metric. Advertisers already know that Facebook may double count unique humans (confirmed by the Dec 2020 documentation). No one is double billed. No one is misled. Facebook is being very transparent here. There isn't anything to see here.
- disgruntledphd2 5y ago
  I think that this is driven by joint FB-IG campaigns. Before this change, if they believed that it was the same user (presumably through some kind of model), they counted a pair of accounts as 1 person. After this change, they would count them as 2, given that the accounts aren't officially linked. To be fair, I suspect that an awful lot of accounts (at least in my circle) are linked as I see a bunch of posts on FB which come from IG. Overall, this seems pretty sensible. All other things being equal, you'll see an increase in actions per unique people, but given that most advertisers use CPA to track performance, this shouldn't really be a big deal.

itake 5y ago

I mean, yeah... FB made an announcement informing everyone that there was a change. I don't see how this requires us to grab our pitch forks over Facebook trying to protect user privacy and making a negligible change to an estimated derivative advertising metric. Advertisers already know that Facebook may double count unique humans (confirmed by the Dec 2020 documentation). No one is double billed. No one is misled. Facebook is being very transparent here. There isn't anything to see here.

disgruntledphd2 5y ago
I think that this is driven by joint FB-IG campaigns. Before this change, if they believed that it was the same user (presumably through some kind of model), they counted a pair of accounts as 1 person. After this change, they would count them as 2, given that the accounts aren't officially linked. To be fair, I suspect that an awful lot of accounts (at least in my circle) are linked as I see a bunch of posts on FB which come from IG. Overall, this seems pretty sensible. All other things being equal, you'll see an increase in actions per unique people, but given that most advertisers use CPA to track performance, this shouldn't really be a big deal.