Before you freak out, let’s be clear: Nothing is really changing.
Organic Reach Reporting Change
Back in November of 2017, Facebook announced the following change to Facebook page organic reach reporting:
Reach counts will now be based on viewable impressions. On Pages, we’ve historically defined reach as a person refreshing their News Feed and the post being placed in their feed. For paid ads reports, we’ve moved to a stricter definition that only counts reach once the post enters the person’s screen (“viewable impressions”).
Multiple factors contribute to whether your Facebook advertising campaigns succeed or fail. Copy, imagery, optimization, bidding, placement, and countless other factors all matter. But nothing matters more than targeting.
In order to have this consistent, dependable success, you need to graduate beyond interests, which is best for top-of-the-funnel targeting. For sustained middle and bottom-of-the-funnel results, it’s imperative that you master warm targeting with Facebook Custom Audiences.
Custom Audiences began as a simple concept, launching with the ability to target current customers by email address in 2012. It’s nearly six years later, and advertisers have a cupboard full of ways to target customers and those who engage with them — both on and off of Facebook.