Which is interesting in the context of Facebook also recently broadening its campaign reach estimates, with its ‘P otential Reach’ data now being displayed in ranges instead of specific numbers. 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. “ As we roll out this methodology update, advertisers may see an impact to campaign planning estimates and performance reporting for unique metrics. Which could make Facebook’s ad reach numbers look a lot better, with much broader scope, based on variable accounting. 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.” “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. But still, there will be many who haven’t, and now, Facebook will count them separately in its ad performance stats.

Because of the varying functionality, most Instagram/Facebook users have synched their accounts, especially those that run Facebook Pages (for ad purposes).

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