Facebook announced more metrics updates Friday, this time affecting estimated reach, Reactions counts on posts and a discrepancy involving its like and share buttons.
The social network said it is changing the methodology it uses to calculate the estimated reach of their ad campaigns, and advertisers should see changes of less than 10 percent either way in the audience sizes generated by the tool, adding in a Facebook for Business post:
To help advertisers get a better view of the number of people they can expect to reach with ads, this week we are updating how we calculate the numbers that appear in our estimated reach tool–found when creating an ad. When an advertiser begins creating a campaign, the tool provides them with an estimate of both the potential overall reach and the estimated daily reach of their ad campaign. Note that this tool does not reflect reach for campaigns that have already run, nor does it affect any other reach metrics. We?re improving our methodology for sampling and extrapolating potential audience sizes. This will help to provide a more accurate estimate for a given target audience and to better account for audiences across multiple platforms (Facebook, Instagram and Audience Network).

Facebook also said it had only been counting one Reaction per user on Facebook Live videos, rather than multiple Reactions those users may have added while streaming those videos, adding in the Facebook for Business post:
We misallocated the extra React...