An Update on How We Count People For Ads Planning and Measurement

In June, we started sharing our plans with advertisers for how we will count people for ads, which included in-product notifications. Then, last week, we began running additional in-product notifications and reached out to our partners directly. Starting today, if someone does not have their Facebook and Instagram accounts linked in Accounts Center, we will consider those accounts as separate people for ads planning and measurement. Facebook and Instagram accounts that are connected in Accounts Center will continue to be counted collectively as a single person. This change will roll out over the next few weeks.

Previously, we counted someone with multiple accounts as one person for ads purposes if they linked their Facebook and Instagram accounts via those apps, or if we believed that the accounts were owned by the same person. 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.

As we roll out this methodology update, advertisers may see an impact to campaign planning estimates and performance reporting for unique metrics. There will be increases in pre-campaign estimates such as estimated audience size, but for most campaigns we do not believe this will have a substantial impact on reported campaign reach. You can follow Facebook for Business News for any further updates or reach out to your representative with questions.