If you start to see your Facebook Page Likes disappear in the coming weeks, it’s no error — the company is just “correcting” Pages’ numbers a bit.
AdWeek posted a screenshot today of a notification that a Page admin had received in their account, informing them of a potential dip in Page Likes after March 12th. While I haven’t received the same notice in any of the Pages I admin, Facebook has updated their Business News blog this evening to make admins aware of the change.
According to Facebook, in the coming weeks, Likes accrued from memorialized or deactivated accounts will be removed from all Pages’ totals. While this shouldn’t be a very large number for most brands, SMMs that keep (and report to advertisers) a close eye on Page Like totals will likely have to include an asterisk when reporting March activity.
FB says it is making the change for the following reasons:
Business results: Removing inactive Facebook accounts from Page audience data gives businesses up-to-date insights on the people who actively follow their Page and makes it easier for businesses to find people like their followers through tools like lookalike audiences.
Consistency: We already filter out likes and comments generated by deactivated or memorialized accounts from individual Page posts, so this update keeps data consistent.
Try as I might, I’ve been unable to come up with any nefarious hidden monetary motive behind Facebook’s decision to remove Page Likes from deactivated accounts….anyone have a good conspiracy theory they’d like to share?